A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

Micael Dahlén and Fredrik Lange

Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands.

A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

Micael DahlÉNFredrik Lange

INTRODUCTION

Tylenol poisonings, questionable ethics at Arthur Andersen, defective Firestone tires, contaminated Taco Bell products-the list of high-profile...

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