Customers as advocates in times of brand crises: Why, when, and how?

Xi Yu*, Samuel Kristal, Florian Schuberth, Jörg Henseler

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

40 Downloads (Pure)
Original languageEnglish
Publication statusPublished - 2021
Event50th EMAC Annual Conference, EMAC 2021 - Online conference
Duration: 26 May 202128 May 2021
Conference number: 50


Conference50th EMAC Annual Conference, EMAC 2021
Abbreviated titleEMAC 2021

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