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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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Metadaten
Author of HS ReutlingenNufer, 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 Publ.
Place of publication:Hydarabad
Document Type:Article
Language:English
Year of Publication:2021
Volume:18
Issue:2
Page Number:4
First Page:64
Last Page:67
DDC classes:330 Wirtschaft
Open Access?:Nein