I want to know if there has been any work done on brand equity loss from marketer and consumer perspective as i am coordinating a work group, qualitative research, on it at PhD level.
Hello
There are members of ResearchGate who have written extensively about this topic. It might be worth looking at their publication pages or contacting them:
Elena Delgado-Ballester https://www.researchgate.net/profile/Elena_Ballester/publications
Con Korkofingas https://www.researchgate.net/publication/233187679_Product_recall_brand_equity_and_future_choice
Raluca Mogos Descotes (and co-author Véronique Pauwels Delassus)https://www.researchgate.net/profile/Raluca_Descotes/publications
Tim Ambler and co-author Julie Edell https://www.researchgate.net/profile/Tim_Ambler/publications
https://www.researchgate.net/profile/Julie_Edell/publications
Mary
Article Product recall, brand equity, and future choice
Try these articles
Chen & Chen (2000), "Brand dilution effect of extension failure - A Taiwan study", Journal of Product and Brand Management
I have some articles with me on this topic, mail me at [email protected] n I'll send u those. They might be helpful to you.
Here you can find a lot of brand equity cases in customer equity builiding context. They are good for students, but I am not sure, if the book is aviable now to buy. If not, try library
http://www.amazon.com/Customer-Equity-Management-Roland-Rust/dp/0131419293
Aaker 'Managing Brand Equity'(book) and 'The good the bad and the ugly' (journal article about brand extensions successes and failures)
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