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Merchandising/Marketing/Retailing: Branding

How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity

Authors
  • Hongjoo Woo (Auburn University)
  • Sojin Jung (Kyung Hee University, South Korea)
  • Byoungho Ellie Jin (North Carolina State University)

Abstract

How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity

How to Cite:

Woo, H., Jung, S. & Jin, B. E., (2018) “How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
2018-01-01

Peer Reviewed

License

Creative Commons Attribution 4.0