The impact of a product-harm crisis on marketing effectiveness

H.J. van Heerde, K. Helsen, M.G. Dekimpe

Research output: Contribution to journalArticleScientificpeer-review

197 Citations (Scopus)
Original languageEnglish
Pages (from-to)230-245
JournalMarketing Science
Volume26
Issue number2
Publication statusPublished - 2007

Cite this