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Managing the unthinkable: What to do when a scandal hits your brand

Abstract

This chapter outlines a four step process for responding to a brand scandal. The importance of following these steps are illustrated by discussing real-world scandals.

Type

Book Chapter

Author(s)

Michelle L. Roehm, Alice M. Tybout

Date Published

2008

Citations

Roehm, L. Michelle, and Alice M. Tybout. 2008. Managing the unthinkable: What to do when a scandal hits your brand.

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