Cargando…
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...
| Autores principales: | , , , , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2022
|
| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9549823/ http://dx.doi.org/10.1057/s41270-022-00188-1 |