.png){kind=icon}
返回
When brands get branded
.png){kind=icon}
PRE
AI
DOI：10.1177/1470593108100069.png)
.png){kind=icon}
原文求助.png){kind=icon}
分享.png){kind=icon}
收藏
摘要
En 中文
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that - similar to human relationships - transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e. g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
Keyword:
brand misconduct
brand relationships
crisis management
AI总结
对已上传原文的论文进行重点信息的提取，主要内容包括：简要概述、研究摘要、背景介绍、关键亮点、图文解析、展望与总结。
期刊
IF:
5.3
论文数:
907
被引数:
4.3K
机构
引用论文
分享收藏Consumers and their brands: Developing relationship theory in consumer research消费者及其品牌: 消费者研究中的发展关系理论
PREAI
分享收藏分享收藏Compensation of machine directional register in a multi-layer roll-to-roll printed electronics.png)
ICCAS 2010
ICCAS 2010IF0
PREAI
分享收藏
查看更多内容