Jain, Kokil; Jajodia, Isha; Sharma, Piyush; Singh, Gurinder - In: Journal of Product & Brand Management 30 (2020) 8, pp. 1212-1228
Purpose: Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the...