200810Brand Scandal SpilloverRoehmMichelle October 2008 |
Brand Scandal Spillover200810RoehmMichelle Brand Scandal Spillover
Many of us remember the 1993 Jack-in-the-Box scandal involving tainted hamburger meat: An outbreak of E. coli food poisoning left more than 700 people ill and four dead (New York Times, 1993). In the wake of the scandal, sales at Jack-in-the-Box plummeted. Although this outcome is not surprising, it is less obvious how the scandal affected competitors such as McDonald's and Burger King. |
RoehmMichelle200810Brand Scandal Spillover Michelle L. Roehm
Alice M. Tybout |
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200805How Many Reasons Do You Need to Like BMWs?TyboutAlice May 2008 |
How Many Reasons Do You Need to Like BMWs?200805TyboutAlice How Many Reasons Do You Need to Like BMWs?
If you were asked to come up with one reason to drive a BMW, what would it be? What if you were asked for ten reasons? Now imagine your opinion of the BMW after searching your mind for reasons to drive it; would your evaluation be more favorable after coming up with one reason or ten? |
TyboutAlice200805How Many Reasons Do You Need to Like BMWs? Alice M. Tybout
Brian Sternthal Georgios A. Bakamitsos Prashant Malaviya Se-Bum Park |
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