Hacking’s Brand-Equity Nexus

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Nir B. Kshetri, Professor (Creator)
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.

Additional Information

IEEE Computer, 51 (3), 74-77
Language: English
Date: 2018
cyberattacks, brand equity, consumer trust, corporate hacking

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