E/M/136. Negative Brand Equity and the impact on Customer Loyalty. Case of Cadburys
(2006, 2000 words)
The paper examines the impacts of the recently reported salmonella contamination on the Cadburys' chocolate brand addressing the issues of health care in the UK, and discussing theoretical approaches to brand loyalty, corporate social responsibility (CSR), crisis management, etc. Factors relevant to the relationship between the consumer and the brand are outlined.
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