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Brand crisis not only damages customer equity of the affected brand, but also spill over to non-affected competitors when perceived as guilty by association. Therefore, understanding about the indirect financial costs of brand crisis spillover is critical, because customer equity puts much emphasis on the bottom-line financial value. However, little is understood about financial costs to competitors...
Set the date range to filter the displayed results. You can set a starting date, ending date or both. You can enter the dates manually or choose them from the calendar.