DocumentCode
2102948
Title
The research on the affect of product-harm crisis upon the multi-branding products
Author
Ben, Li ; Haijiang, Huo ; Baofu, Zhao ; Yang, Liu
Author_Institution
School of business management, Liaoning technical university, huludao, China
fYear
2010
fDate
4-6 Dec. 2010
Firstpage
6323
Lastpage
6326
Abstract
Many enterprises imply the multi-branding strategy. The product-harm crisis of some brand will have the influence on other branding products. This article examined the influence of product-harm crisis on similar products and the different kind of products separately through the empirical study under the multi-branding strategy.
Keywords
Asia; Companies; Complexity theory; Consumer products; Educational institutions; Presses; Multi-branding Strategy; Perceived Quality; Product-harm Crisis; Purchase Intention;
fLanguage
English
Publisher
ieee
Conference_Titel
Information Science and Engineering (ICISE), 2010 2nd International Conference on
Conference_Location
Hangzhou, China
Print_ISBN
978-1-4244-7616-9
Type
conf
DOI
10.1109/ICISE.2010.5689446
Filename
5689446
Link To Document