Hacking’s Brand-Equity Nexus
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Nir B. Kshetri, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: Cyberattacks can significantly affect brand reputation, but companies can take measures to repair the damage.
Hacking’s Brand-Equity Nexus
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Created on 4/25/2019
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Additional Information
- Publication
- IEEE Computer, 51 (3), 74-77
- Language: English
- Date: 2018
- Keywords
- cyberattacks, brand equity, consumer trust, corporate hacking