|
|||||
|
|
Exogenous brand crises: brand infection and contamination |
|
| Authors: | Whitler Kimberly A Besharat Ali Kashmiri Saim |
| Institution: | 1.Darden School of Business, University of Virginia, Charlottesville, VA, USA ;2.Daniels College of Business, University of Denver, Denver, CO, USA ;3.School of Business Administration, University of Mississippi, Oxford, MS, USA ; |
| Abstract: | Marketing Letters - Although there is an established literature regarding brand transgressions, Covid-19 has highlighted the need to better understand exogenously created brand crises. We... |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ | |