Brand activism does courting controversy help or hurt a brand?

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Bibliographische Detailangaben
Veröffentlicht in:International journal of research in marketing
1. Verfasser: Mukherjee, Sourjo (VerfasserIn)
Weitere Verfasser: Althuizen, Niek (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2020
Schlagworte:
Brand activism > Consumer-brand identification > Controversial issues > Morality > Aufsatz in Zeitschrift
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