...Uttam Chakraborty; Savita Bhat Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market...

..., brand strategy, brand image, brand reputation, reputation damage, terrorism, product recalls, public relations strategy, disaster management and trust was used to identify relevant literature (Pollard and Hotho, 2006). Based on the comprehensive review, a series of propositions is developed. India...