Examining the effects of celebrity negative publicity on attitude to, and reputation of, brand and corporation, directly and based on moderating factors
Year of publication: |
2023
|
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Authors: | Hussain, Shahzeb ; Pascaru, Olga ; Priporas, Constantinos Vasilios ; Foroudi, Pantea ; Melewar, T. C. ; Dennis, Charles |
Published in: |
European business review. - Bradford : Emerald, ISSN 1758-7107, ZDB-ID 2025931-1. - Vol. 35.2023, 4, p. 469-499
|
Subject: | Attitude towards brand | Attitude towards corporation | Brand reputation | Celebrity negative publicity | Corporate reputation | Moderators | Firmenimage | Reputation | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Öffentliche Meinung | Public opinion | Markenimage | Brand image | Öffentlichkeitsarbeit | Public relations |
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