Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country

The purpose of this study is to determine how consumer perceptions of brand ethical behavior can affect their commitment to brands during turbulent times. A study of the effects of perceived ethical behavior of brands in Colombia during the initial months of the COVID-19 outbreak was conducted in Ma...

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Detalles Bibliográficos
Autores principales: Siqueira Junior, Jose Ribamar, ter Horst, Enrique, Molina, German, Gunn, Laura H., Reinoso-Carvalho, Felipe, Sezen, Burcu, Peña-García, Nathalie
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2022
Materias:
Original Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9549823/
http://dx.doi.org/10.1057/s41270-022-00188-1

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9549823/
http://dx.doi.org/10.1057/s41270-022-00188-1

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