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Journal of Global Scholars of Marketing Science Volume 23, 2013 - Issue 2
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Original Articles

Effects of a perceived brand crisis on product evaluation and purchase intention: the moderating roles of brand credibility and brand attachment

品牌危机对于产品评价和购买动机的影响：品牌信誉和品牌情感的缓解作用

Seong-Yeon Park Professor of Marketing, School of Business, Ewha Womans University, Seoul, KoreaCorrespondence[email protected]
&
Seung Wha Lee Graduate Student, School of Business, Ewha Womans University, Seoul, Korea
Pages 213-226 | Received 12 Sep 2012, Accepted 28 Dec 2012, Published online: 20 Mar 2013

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