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Purpose - This paper explores how a firm's public stand on a social-political issue can be a salient signal of the firm's values, identity and reputation. In particular, it investigates how boycott participation-conceptualized as a cue of a corporation's stand on important social-political...
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Purpose - This paper explores how a firm's public stand on a social-political issue can be a salient signal of the firm's values, identity and reputation. In particular, it investigates how boycott participation-conceptualized as a cue of a corporation's stand on important social-political...
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