Browsing Master theses by Author "Dahlberg, Henrik"
Now showing items 1-1 of 1
-
The consequences of screwing up - How components of your brand equity are affected by a corporate scandal
Dahlberg, Henrik; Trosell, Martin (2019-07-03)The purpose of this study is to investigate in detail how brand equity is affected by a corporate scandal. This is done by running an experiment where two fictive brands, only separated by the amount of CSR activities ...