Alice M. Tybout

  • 894 Citations
1974 …2019

Research output per year

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Review article
2006

When will a brand scandal spill over, and how should competitors respond?

Roehm, M. L. & Tybout, A. M., Aug 1 2006, In : Journal of Marketing Research. 43, 3, p. 366-373 8 p.

Research output: Contribution to journalReview article

168 Scopus citations
2002

Three questions you need to ask about your brand

Keller, K. L., Sternthal, B. & Tybout, A., Dec 1 2002, In : Harvard business review. 80, 9, p. 80-81 2 p.

Research output: Contribution to journalReview article

79 Scopus citations