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Cadbury Schweppes PLC
E/M/136. Negative Brand Equity and the impact on Customer Loyalty. Case of Cadburys
- WORDS:
- 2000
- DATE:
- 2006
- PRICE:
- 29.99 GBP
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.
KEYWORDS: Cadburys, brand, customer loyalty,
Other Papers On: Cadbury Schweppes PLC
Other Papers On: Customer Loyalty
Other Papers On: Branding
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