Examining the Impact of Co-branding Service Failures on Consumer Evaluations
Researchers do not fully understand consumers’ responses to negative co-branding events; thus, they report inconsistent evidence regarding the negative impact on the partnering brands. Our research bridges a gap in this research stream, and answers an important question: When a service failure occur...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2017-10-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol19/iss3/2/ |