Avoiding the brand for me, us, or them? Consumer reactions to negative brand events
| Autor: | Gerrath, Maximilian H.E.E., Brakus, J. Joško, Siamagka, Nikoletta Theofania, Christodoulides, George |
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| Zdroj: | In Journal of Business Research February 2023 156 |
| Databáze: | ScienceDirect |
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Full Text from ScienceDirect