Helsen, K.

crisis brand advertising kraft effect marketing price model sanitarium parameter product impact product-harm research product-harm crisis journal consumer marketing research table decrease effectiveness crises result change clout level peanut increase van heerde postcrisi value vulnerability business marketing science product-harm crises dawar study estimate time-varying error-correction model period marketing-mix effectiveness response marketing-mix equation category butter market distribution heerde elasticity post-crisi advertising expenditures peanut butter intercept element figure company dekimpe investment error-correction paper product crises brand b kraft brand marketing instruments science advertising spending market share salmonella poisoning spending sydney morning pre-crisi product crisis vector 4 weeks baseline sales transfer function australia variable bayesian