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Keywords: Moral failure
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Journal Articles
The effect of the moral failure of a foreign brand on competing brands
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (5-6): 903–922.
Published: 08 May 2017
...Amro A. Maher; Anusorn Singhapakdi Purpose The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the same product category) while taking into account the country of origin (COO...
