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1.
The Dynamic Impact of Product-Harm Crises on Brand Equity and Advertising Effectiveness: An Empirical Analysis of the Automobile Industry
Mays Business School Research Paper No. 2012-42
Number of pages: 35
Posted: 11 May 2012
Venkatesh Shankar
and Yan Liu
Texas A&M University - Mays Business School and Independent
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Abstract:
Advertising, Brand equity, Product harm crisis, Kalman filter, BLP approach
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