TY  - JOUR
AB  - Considers the importance of a firms′ reputation to the success or
failure of its brands; the effect on the firm′s brand when a firm′s
reputation decays; how important it is for a firm to maintain or advance
I reputation; how a brand′s reputation can be transferred to other
products. Addresses and discusses these issues in detail and emphasises
the importance of reputation to the ultimate success of a product and
company and warns against ignoring its fragility.
VL  - 10
IS  - 3
SN  - 0736-3761
DO  - 10.1108/EUM0000000002601
UR  - https://doi.org/10.1108/EUM0000000002601
AU  - Herbig Paul
AU  - Milewicz John
PY  - 1993
Y1  - 1993/01/01
TI  - The relationship of reputation and credibility to brand success
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 18
EP  - 24
Y2  - 2024/04/25
ER  -