Felt Betrayed or Resisted? The Impact of Pre-Crisis CSR Reputation on Consumer Reactions to Brand Crises

Kang, Jiyun; Choi, Woo Jin; Slaten, Tiffani

doi:10.31274/itaa.8234

2019

DOI: 10.31274/itaa.8234

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Felt Betrayed or Resisted? The Impact of Pre-Crisis CSR Reputation on Consumer Reactions to Brand Crises

Jiyun Kang¹,

Woo Jin Choi

Tiffani Slaten³

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Felt Betrayed or Resisted? The Impact of Pre-Crisis CSR Reputation on Consumer Reactions to Brand Crises

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