Can Companies Survive a Multi-Brand Crisis? Research on Consumer Scapegoating

Zhang, X; Zhang, HX; Lei, J; Gao, HZ

Zhang, HX (corresponding author), Peking Univ, Guanghua Sch Management, Beijing 100871, Peoples R China.

SUSTAINABILITY, 2020; 12 (10):

Abstract

Compared with single-brand crises, multi-brand crises have broader and deeper influence. However, there is only a limited amount of research regarding......

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