Keywords: Type of brand associations
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Journal Articles

What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength

Jung Ok Jeon, Sunmee Baeck
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2016) 25 (6): 550–567.
https://doi.org/10.1108/JPBM-10-2014-0725
Published: 19 September 2016
... as well (Klein and Dawar, 2004). There has been research indicates that types of brand crisis (brand crisis related to CA/CSR) based on the types of brand associations affect consumers’ evaluations in brand crisis (Dawar and Lei, 2009 ; Ha et al., 2004 ; Jun et al., 2011...
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