Branding in the eye of the storm : the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country
Jose Ribamar Siqueira Junior, Enrique ter Horst, German Molina, Laura H. Gunn, Felipe Reinoso-Carvalho, Burcu Sezen, Nathalie Peña-García
| Year of publication: |
2023
|
|---|---|
| Authors: | Ribamar Siqueira, Jose <Jr.> ; Horst, Enrique ter ; Molina, German ; Gunn, Laura H. ; Reinoso-Carvalho, Felipe ; Sezen, Burcu ; Peña-García, Nathalie |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 11.2023, 1, p. 95-115
|
| Subject: | Bayesian methodology | Brand commitment | Brand ethicality | COVID-19 | Turbulent times | Markenführung | Brand management | Coronavirus | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-022-00188-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014250045