Fatal brand crisis: can bolstering strategy rebuild the tarnished reputation?

Business considers brand reputation is the key to survival for the organization. The occurrence of fatal brand crisis leaves a huge negative impact on the organization. Therefore, the purpose of this study is to examine the best response strategy to overcome the fatal brand crisis. In this study, th...

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Bibliographic Details
Main Author: Ahmad, Roslizawati
Format: Article
Language:English
Published: Universiti Tun Hussein Onn Malaysia 2017
Subjects:
Online Access:http://repo.uum.edu.my/26037/1/JTMB%204%202%202017%201%2014.pdf
http://repo.uum.edu.my/26037/
http://penerbit.uthm.edu.my/ojs/index.php/jtmb/article/view/1627
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