When Will a Brand Scandal Spill Over, and How Should Competitors Respond?
Year of publication: |
2006
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Authors: | Roehm, Michelle L. ; Tybout, Alice M. |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 43.2006, 3, p. 366-373
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