Brand Vulnerability in Digital Age: Effects of Negative Publicity on Purchase Intention

Lecture notes in networks and systems 2026

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Authors: Bryna Meivitawanli, Liu Fen Phaw, Daniella Maria Natalia

DOI: 10.1007/978-3-032-13196-6_25

Cited by: 0

References: 32

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence

References 32