Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises
While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2017
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5940 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6939/viewcontent/Corporate_crisis_advertising__av.pdf |
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| Institution: | Singapore Management University |
| Language: | English |