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SITUATIONAL CRISIS MARKETING: TOWARDS AN INTEGRATION OF CRISIS TYPES AND CONTINGENCY THEORY

Lukasz Swiatek, Kevin Tan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442730
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.663-672
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Situational Crisis MarketingCrisis TypesAttributionContingency TheoryBrand Equity
Author
  • Lukasz Swiatek(University of New South Wales, Australia)
  • Kevin Tan(National University of Singapore, Singapore)