The Dasani controversy: a case study of how the launch of a new brand jeopardized the entire reputation of Coca Cola

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Carroll, Conor (author)
    Format:
    Book chapter
    Publication Date:
    2009
    Published:
    International
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C29839
    Subject Term:
    appeals (message), campaigns, case studies, coverage, crisis communication, Europe, food, food safety, intercultural communication, international communication, international trade, marketing, mass media, reporting, risk communication, water, risk management, UK, marketing communication, drinks, brands, and branding
    Notes:
    Pages 3-14 in Adam Lindgreen, Martin K. Hingley and Joelle Vanhamme (eds.), The crisis of food brands: sustaining safe, innovative and competitive food supply. Gower Publishing Limited, Surrey, England. 352 pages.

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