At-Risk Brand Relationships and Threats to the Bottom Line
Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events. When a brand is hit by a crisis, it is not necessarily the most successful strategy to focus exclusively on protecti...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2018-05-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0010/gfkmir-2018-0010.xml?format=INT |