How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity

Hongjoo Woo; Sojin Jung; Byoungho Ellie Jin

Merchandising/Marketing/Retailing: Branding

How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity

Authors: Hongjoo Woo (Auburn University) , Sojin Jung (Kyung Hee University, South Korea) , Byoungho Ellie Jin (North Carolina State University)

Abstract

How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity

Keywords:

How to Cite: Woo, H. , Jung, S. & Jin, B. E. (2018) “How Far Can Brands Go To Defend Themselves?: The Extent of Fashion Brand Negative Publicity Impact on Brand Equity”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).