This dissertation investigates how an NGO like PETA (People for the Ethical Treatment of Animals) can recover its brand equity after this was damaged due to a scandal. The focus was on improving perceived service quality as this appeared to be a very important aspect of brand equity that is damaged severely …

On 26 January 1998, during a press conference in the White House, President Bill Clinton famously told the nation, "I did not have sexual relations with that woman, Miss Lewinsky" (Clinton, 1998). Now, 15 years later, almost everyone can still recall those famous words. In this dissertation, the interaction …