Browsing NHH Brage by Author "Shestakov, Anton Alexandrovich"
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Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.
Shestakov, Anton Alexandrovich (Master thesis, 2012)Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of ...