期刊
JOURNAL OF CONSUMER RESEARCH
卷 34, 期 4, 页码 537-545出版社
OXFORD UNIV PRESS INC
DOI: 10.1086/520075
关键词
-
类别
Two experiments explore conditions that mitigate negative customer reactions to high-equity brand failures. Results indicate that such brands fare best when responses are timed immediately after the failure and when the failure is severe or there is substantial distraction present in the environment. When any of these conditions are absent, high-equity brand evaluations appear to be adversely affected by a performance lapse. Implications, particularly for service brands, are discussed.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据