When brands get real: the role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand
Author:
Affiliation:
1. College of Communication, DePaul University, Chicago, Illinois, USA
2. Department of Media and Communication, College of Liberal Arts, Konkuk University, Seoul, Korea
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2022.2138057
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