@article{Nufer2021, author = {Nufer, Gerd}, title = {Lipstick effect, branding, Coronavirus and current consequences}, journal = {The IUP journal of brand management : IJBRM}, volume = {18}, number = {2}, issn = {0972-9097}, url = {https://iupindia.in/0621/Brand\%20Management/Lipstick_Research_Note.asp}, institution = {ESB Business School}, pages = {64 -- 67}, year = {2021}, abstract = {It has always been interesting for scientists to look at economic indicators in order to explain current economic developments and to forecast a boom or a recession. In addition to classic, hard economic indicators such as the Gross National Product or the Ifo index, there are also a number of psychological and soft indicators that economists consult. The lipstick effect is one of these psychological indicators. The paper introduces the lipstick effect, explains the causes behind the phenomenon, shows the connection to brand management and provides references to the current Corona pandemic.}, language = {en} }