Unveiling the Dynamics of Brand Antifragility
Type
conference poster
Date Issued
2024-07-12
Author(s)
Abstract
This research endeavors to unravel the innovative concept of brand antifragility and its transformative influence on contemporary branding strategies. By exploring how brands can not only withstand disruptions but actively leverage them for growth, the study introduces novel research directions at the intersection of brand management and consumer behavior.
Language
English
Keywords
brand antifragility
consumer behavior
controlled disruptions
brand management
consumer-brand relationships
Event Title
Consumer Culture Theory (CCT) - Conference
Event Location
San Diego
Event Date
11.07.2024 - 14.07.2024
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
Name
Poster_Brand Antifragility_CCT 2024.pdf
Size
541.18 KB
Format
Adobe PDF
Checksum (MD5)
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