Bich Ngoc Do; Tuan Phong Nham - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 22 (2021) 1, pp. 146-158
This purpose of this study is to provide a spectrum to illustrate all applicable response strategies towards brand crisis management. A qualitative systematic method is adopted to review 128 relevant papers and synthesized in a brand crisis response typologies continuum. The findings were...