E. Spotts, Harlan; G. Weinberger, Marc; F. Weinberger, … - In: European Journal of Marketing 48 (2014) 11/12, pp. 1986-2008
Purpose – The purpose of this research is to understand the relationship between publicity, advertising activity and … existing corporate reputation, publicity, advertising activity and sales levels for major multi-national companies in the … sales. The effects of negative publicity and advertising are dependent on a firm’s existing reputation. For companies with …