Impact of product-harm crises on brand equity
Subtitle: threat or opportunity?
By: by N. Dawar and M. M. Pillutla.
Contributors: Pillutla, Madan M.; INSEAD.
Series: Working papers / INSEAD -- 97/40/MKT; Working papers (INSEAD) -- 97/40/MKT.
Publisher: INSEAD
Published: 1997
Place of publication: Fontainebleau
Language: eng