Bruising Viral Spirals

Chezy Ofir and Robert J Thomas

Chapter 4 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 59-79 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In David Bollier’s book titled Viral Spiral, he described the Internet in terms of the empowerment of ordinary people:It started with that great leap forward in human history. The Internet, which gave rise to free software in the 1980s and then the World Wide Web in the early 1990s.… People started to discover their own voices … and their own capabilities … and one another…

Keywords: Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media; Value Proposition (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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