Examining the effects of celebrity negative publicity on attitude to, and reputation of, brand and corporation, directly and based on moderating factors
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DOI: 10.1108/ebr-05-2022-0098
Abstract: Purpose This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment,… read more here.
Keywords: celebrity negative; corporation; negative publicity; reputation ... See more keywords