Effect of Product Harm Crises on Facets of Consumer Based Brand Equity: Asian Emerging Markets’ Perspective

Ganganee Chandima Samaraweera; Qing Ping

Volume 2, Issue 10 , October 2015, , Pages 1200-1217

  Consumer based brand equity (CBBE) is a complex, multi-faceted concept and the facets of CBBE capture consumers’ brand related beliefs. From a managerial perspective, it is imperative to know the most damaging facet of CBBE in order to launch appropriate management strategies to safeguard that ...  Read More