The impact of the image crisis on customer attitude towards brands based on customer experience
| dc.contributor.author | Jaraszkiewicz, Piotr | |
| dc.contributor.author | Leszczyński, Grzegorz | |
| dc.date.accessioned | 2025-02-17T13:06:44Z | |
| dc.date.available | 2025-02-17T13:06:44Z | |
| dc.date.issued | 2024-05-08 | |
| dc.description.abstract | Image crises are inevitable in how brands and organizations operate. In the age of instant information and social media, companies face the difficult task of managing the rapid spread of information and opinions to maintain a desired image. This article explores how individual media reports affect brand image and customer attitudes towards the brand, especially for brands offering customer experience-based services. It includes an analysis of existing literature and an experiment, based on the Theory of Planned Behavior method, conducted on two well-established brands in the Polish market. | |
| dc.identifier.citation | Jaraszkiewicz P. The impact of the image crisis on customer attitude towards brands based on customer experience [Електронний ресурс] / Piotr Jaraszkiewicz, Grzegorz Leszczyński // Стратегічні імперативи сучасного менеджменту : зб. матеріалів VІІ Міжнар. наук.-практ. конф. (8 трав. 2024 р.) / М-во освіти і науки України, Київ. нац. екон. ун-т ім. Вадима Гетьмана ; [орг. ком.: Д. Лук’яненко (голова та ін.]. – Електрон. текст. дані. – Київ : КНЕУ, 2024. – С. 40–42. – Назва з титул. екрану. | |
| dc.identifier.isbn | 978-966-926-500-5 | |
| dc.identifier.uri | https://ir.kneu.edu.ua/handle/2010/48881 | |
| dc.language.iso | en | |
| dc.publisher | Київський національний економічний університет імені Вадима Гетьмана | |
| dc.subject | Theory of Planned Behavior | |
| dc.subject | customer experience | |
| dc.subject | brand image | |
| dc.title | The impact of the image crisis on customer attitude towards brands based on customer experience | |
| dc.type | Article |