Consumer Responses to Brands’ Responsible Behavior: An Investigation through the Lens of Ambivalent Brand Stereotypes

Autor(en)
Ilona Szöcs, Milena Micevski
Organisation(en)
Institut für Marketing und International Business
Publikationsdatum
2023
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/consumer-responses-to-brands-responsible-behavior-an-investigation-through-the-lens-of-ambivalent-brand-stereotypes(1a7598a1-4412-4578-b915-10ae347e9f26).html