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EXPRESS: Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?
Journal of Marketing ( IF 11.5 ) Pub Date : 2022-08-16 , DOI: 10.1177/00222429221122698 Koushyar Rajavi , Tarun Kushwaha , Jan-Benedict E.M. Steenkamp
Journal of Marketing ( IF 11.5 ) Pub Date : 2022-08-16 , DOI: 10.1177/00222429221122698 Koushyar Rajavi , Tarun Kushwaha , Jan-Benedict E.M. Steenkamp
We examine why some brands are able to ride the wave of macroeconomic expansions, while other brands are better able to successfully weather contractions. Using a utility-based framework, we develo...
中文翻译:
EXPRESS:好与坏时期的品牌资产:CPG 行业的赢家和输家有什么区别?
我们研究了为什么一些品牌能够驾驭宏观经济扩张的浪潮,而其他品牌则能够更好地成功抵御经济收缩。使用基于实用程序的框架,我们开发...
更新日期:2022-08-16
中文翻译:
EXPRESS:好与坏时期的品牌资产:CPG 行业的赢家和输家有什么区别?
我们研究了为什么一些品牌能够驾驭宏观经济扩张的浪潮,而其他品牌则能够更好地成功抵御经济收缩。使用基于实用程序的框架,我们开发...