Consumer responses to brand communications involving COVID-19
Year of publication: |
2021
|
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Authors: | Hesse, Andreas ; Niederle, Franziska ; Schön, Laura ; Stautz, Daniela |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 37.2021, 17/18, p. 1783-1814
|
Subject: | brand activism | corporate social marketing | crisis communication | digital content marketing | Empathetic marketing | social distancing theories | Markenführung | Brand management | Coronavirus | Konsumentenverhalten | Consumer behaviour | Social Marketing | Social marketing | Corporate Social Responsibility | Corporate social responsibility | Öffentlichkeitsarbeit | Public relations | Social Web | Social web | Krisenmanagement | Crisis management | Kommunikation | Communication | Marketingmanagement | Marketing management |
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