Brand Activism: Does Courting Controversy Help or Hurt a Brand?
International journal of research in marketing, 2020-12, Vol.37 (4), p.772-788 [Peer Reviewed Journal]Attribution - NonCommercial ;ISSN: 0167-8116 ;EISSN: 1873-8001 ;DOI: 10.1016/j.ijresmar.2020.02.008
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