TY  - JOUR
AU  - Sánchez Herrera, Joaquín
AU  - Pintado Blanco, Teresa
PY  - 2025
UR  - https://hdl.handle.net/20.500.14352/123629
AB  - When brands lose direction, they risk losing consumer trust and preference. This research shows how a breakdown in a brand’s internal structure —what we call *brand entropy*— increases perceived risks and ultimately weakens brand preference. By...
LA  - eng
KW  - Brand consistency
KW  - Brand entropy
KW  - Perceived risk
KW  - Brand preference
KW  - Brand equity
TI  - Brand Entropy. Why Good Brands Go Bad
TY  - journal article
ER  -