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Keywords: Silence
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Journal Articles
Journal of Product & Brand Management (2026) 35 (6): 845–861.
Published: 04 February 2026
...Ranjitha GP; Krishnan Jeesha Purpose This study aims to investigate a less studied but strategically important behavior for managing brand reputation: consumer silence in response to brand crises. Design/methodology/approach The study used three scenario-based experiments to test the main...
