BRANDING IN TIMES OF CRISIS: BUILDING BRAND ATTACHMENT AND TRUST DURING COVID-19
When a crisis strikes, it is important for brands to react and respond with adapted messages in order to remain relevant during the crisis and beyond. The way brands respond during and after a crisis will have a significant impact on consumer perceptions and also on the sales. During the crisis caus...
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| Format: | Article |
| Language: | English |
| Published: |
Nicolae Titulescu University Publishing House
2021-05-01
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| Series: | Challenges of the Knowledge Society |
| Subjects: | |
| Online Access: | http://cks.univnt.ro/download/cks_2021_articles%252F5_economic_sciences%252FCKS_2021_ECONOMIC_SCIENCES_013.pdf |
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