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
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;
Conference_Titel :
Information Science and Engineering (ICISE), 2010 2nd International Conference on
Conference_Location :
Hangzhou, China
Print_ISBN :
978-1-4244-7616-9
DOI :
10.1109/ICISE.2010.5689446
