Is Brand Equity an Asset or a Liability in Brand Harm Crisis? Buffering and Amplifying Effects and Contingent Conditions

Brand harm crisis often result in negative consumer responses. This thesis addresses the buffering and amplifying theoretical perspectives of brand equity effects. We theorize that brand equity may interplay with the nature of brand-harm crisis in shaping consumer reactions. Results from focus group studies provide interesting insights into the amplifying and buffering effects. Moreover, research findings from two experiment studies show that brand equity amplifies consumer negative responses in a performance-related crisis but only when the crisis is extremely severe. When the crisis becomes less severe, the amplifying effect diminishes from outset. However, in a value-related crisis, the amplifying effect of brand equity is pervasive regardless of the level of crisis severity. The current thesis adds to the extant literature by demonstrating that brand equity can have very complex effects on consumer responses, which are contingent on the severity and domain of a crisis. Theoretical and managerial implications are discussed.

The Long Point Company Yearbook 1966

This book marks the one hundredth anniversary of the formation of the Long Point Company. There are penciled initials R.A.L. [Robert A. Laidlaw], Jan. 12th, 1967 within the front cover. See the full text of this item in the Brock University Special Collections and Archives.

Letters Patent Incorporating The Ontario Grape Growing and Wine Manufacturing Company

The patent incorporates the Ontario Grape Growing and Wine Manufacturing Company for the purpose "for the manufacture of wine within the province of Ontario" and is recorded as no. 85 on June 9, 1873.

Barnes Wines, Limited, Shares Certificate, 1957

Share certificate No. BP001, registered to Mrs. Bessie A. Barnes Barkley. The certificate has several shares transactions listed. The final number of shares redeemed on April 11th, 1957 is 316.

Barnes Wines, Limited By-Law No. 84

The By-Law reads: "A By-Law to change the Qualification of a director of the Corporation. Be it enacted and is hereby enacted as a By-law of Barnes Wines, Limited that: - Whereas it is deemed expedient to change the qualifications of a Director of the Corporation; Be it therefore enacted as a By-law of Barnes Wines, Limited, as follows: That By-law no. 75 of the Corporation be and the same is hereby amended by striking out Paragraph 4 thereof. Enacted this 9th day of April, 1973. Witness the Corporate seal of the Corporation."

By-Law No. 21

A by-law that reads in part, "Be it therefore enacted by the Ontario Grape Growing & Wines Manufacturing Company Limited, that the said George Plunkett Magann is hereby directed and required to convey premises, namely all and singular that certain parcel or track of land situate lying and being in the Township of Grantham and Louth in the County of Lincoln, containing by the same more or less being composed of parts of lots numbered twenty-one and twenty-three in the third and fourth follows, that is to say etc. etc. Adopted and passed this second day of September A.D. 1901."

By-Law No. 56

The by-law reads: "Be it enacted as a By-Law of the Ontario Grape Growing & Wine Manufacturing Company Limited that the Directors be and they are hereby authorized to make application to the lieutenant-Governor of the Province of Ontario, for issuance of Supplementary letters Patent providing for, 1) Changing the name of the said Company to Barnes Wines, Limited. 2) The Management of the affairs of the Company by a Board of 7 Directors. 3) Re-dividing the Capitol Stock of the Company from 60 shares of par value of $500.00 each, to 6000 shares of par value of $5.00 each. Passed this 5th day of February A.D. 1934."

Barnes Wines, Limited By-law No. 73

The By-Law summary reads: "A By-Law to authorize payments to certain employees in lieu of benefits provided for other employees under a retirement plan."

Barnes Wines, Limited By-Law No. 77

The summary of the By-Law reads: "A By-Law to authorize an application for supplementary letters patent to alter the authorized capital by reducing the same in respect of the preference shares, cancelled and retired, and increasing the capital by the creation of additional preference shares."

Barnes Wines, Limited By-Law No. 83

The By-Law is titled "Respecting the borrowing of money by the Corporation".

Barnes Wines, Limited By-Law No. 85

The By-Law is titled "Being a By-Law authorizing borrowing and giving security".

Barnes Wines, Limited By-Law No. 89

The summary of the law states "A special By-Law decreasing the number of directors of the Corporation".

Barnes Wines, Limited By-Law No. 90

The By-Law summary states it is "a by-law relating generally to the transaction of the business and affairs of Barnes Wines, Limited". The sub headings of the bill are as follows: Head Office, Corporate Seal, Meetings of Shareholders, Directors, Officers, Notices, Interpretation.

Barnes Wines, Limited By-Law No. 91

The summary states "a by-law respecting the borrowing of money, the issuing of securities and the securing of liabilities of Barnes Wines, Limited".

Barnes Wines, Limited By-Law No. 92

The By-Law reads "being a by-law increasing the number of directors of the Corporation be it enacted and it is hereby enacted as a special by-law of Barnes Wines, Limited (hereinafter called the "Corporation") as follows: 1. The number of directors of the Corporation be and the same is hereby increased from five to six so that the Board of Directors of the Corporation shall hereafter be composed of six directors. 2. The quorum for meetings of directors be and the same is hereby fixed at three. 3. All prior by-laws and resolutions of the Corporation inconsistent herewith be and the same are hereby amended, modified and revised in order to give effect to this special by-law."