When Will a Brand Scandal Spill Over, and How Should...

When Will a Brand Scandal Spill Over, and How Should Competitors Respond?

Michelle L. Roehm and Alice M. Tybout
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Volume:
43
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/30162411
Date:
August, 2006
File:
PDF, 1.61 MB
english, 2006
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