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When Will a Brand Scandal Spill Over, and How Should Competitors Respond?
Roehm, Michelle L, Tybout, Alice MVolume:
43
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.43.3.366
Date:
August, 2006
File:
PDF, 148 KB
english, 2006