Listar Artículos y borradores de administración – Working papers por autor "Gunn, Laura H."
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Branding in the eye of the storm : the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country
Siqueira Junior, José Ribamar; ter Horst, Enrique; Molina, Germán; Gunn, Laura H.; Reinoso Carvalho, Felipe; Sezen, Burcu; Peña García, Nathalie (Palgrave Macmillan Ltd., 2023-03)The purpose of this study is to determine how consumer perceptions of brand ethical behavior can affect their commitment to brands during turbulent times. A study of the effects of perceived ethical behavior of brands in ...