Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement
Author:
Affiliation:
1. School of Advertising and Public Relations, University of Tennessee Knoxville, Knoxville, Tennessee, USA
2. School of Journalism and Communication, University of Oregon, Eugene, Oregon, USA
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2020.1734503
Reference81 articles.
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