Lipstick effect, branding, Coronavirus and current consequences
- 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.
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| Author of HS Reutlingen | Nufer, Gerd |
|---|---|
| URL: | https://iupindia.in/0621/Brand%20Management/Lipstick_Research_Note.asp |
| ISSN: | 0972-9097 |
| Erschienen in: | The IUP journal of brand management : IJBRM |
| Publisher: | IUP Publications |
| Place of publication: | Hydarabad |
| Document Type: | Journal article |
| Language: | English |
| Publication year: | 2021 |
| Volume: | 18 |
| Issue: | 2 |
| Page Number: | 4 |
| First Page: | 64 |
| Last Page: | 67 |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Nein |
