How far can brands go to defend themselves? The extent of...

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Business Ethics: A European Review 2019 / 09

How far can brands go to defend themselves? The extent of negative publicity impact on proactive consumer behaviors and brand equity

Woo, Hongjoo, Jung, Sojin, Jin, Byoungho Ellie
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Language:
english
Journal:
Business Ethics: A European Review
DOI:
10.1111/beer.12246
Date:
September, 2019
File:
PDF, 1.04 MB
english, 2019
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