Keywords: Situational involvement
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Journal Articles

Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Sann Ryu
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2024) 33 (1): 162–178.
https://doi.org/10.1108/JPBM-11-2022-4230
Published: 02 January 2024
... Limited 2023 Emerald Publishing Limited Licensed re-use rights only Crisis brand message Attribution theory Persuasion knowledge model Perceived brand opportunism Persuasion intent Message sincerity Situational involvement During crises, companies’ presentations of brands play...
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