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Keywords: Hybrid associations
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Journal Articles
Corporate Communications: An International Journal (2026) 31 (7): 106–124.
Published: 04 August 2026
..., particularly when the response highlights an alternative, favorable dimension of the brand. Design/methodology/approach Two experiments were conducted, each simulating a distinct crisis scenario. Study 1 examined a product-harm (competence-related) crisis by comparing CA versus hybrid associations, whereas...
Includes: Supplementary data
