Deal or deny: the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

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Original language	English
Pages (from-to)	615-629
Journal	Journal of Business Research
Volume	149
Early online date	2 Jun 2022
DOIs	https://doi.org/10.1016/j.jbusres.2022.05.053
Publication status	Published - 31 Oct 2022

Keywords

@article{9b23d2558a4f4202a615aef6c37bfe3d,

title = "Deal or deny: the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding",

keywords = "Business and management studies",

author = "\{Paydas Turan\}, Ceyda",

year = "2022",

month = oct,

day = "31",

doi = "10.1016/j.jbusres.2022.05.053",

language = "English",

volume = "149",

pages = "615--629",

journal = "Journal of Business Research",

issn = "0148-2963",

publisher = "Elsevier Inc.",

}

TY - JOUR

T1 - Deal or deny

T2 - the effectiveness of crisis response strategies on brand equity of the focal brand in co-branding

AU - Paydas Turan, Ceyda

PY - 2022/10/31

Y1 - 2022/10/31

KW - Business and management studies

U2 - 10.1016/j.jbusres.2022.05.053

DO - 10.1016/j.jbusres.2022.05.053

M3 - Article

SN - 0148-2963

VL - 149

SP - 615

EP - 629

JO - Journal of Business Research

JF - Journal of Business Research

ER -