TY - JOUR U1 - Wissenschaftlicher Artikel A1 - Nufer, Gerd T1 - Lipstick effect, branding, Coronavirus and current consequences JF - The IUP journal of brand management : IJBRM N2 - 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. Y1 - 2021 UR - https://iupindia.in/0621/Brand%20Management/Lipstick_Research_Note.asp SN - 0972-9097 SS - 0972-9097 VL - 18 IS - 2 SP - 64 EP - 67 S1 - 4 PB - IUP Publications CY - Hydarabad ER -