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

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

Lukasz Swiatek, Kevin Tan

언어ENG
URLhttps://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)

키워드

Situational Crisis Marketing Crisis Types Attribution Contingency Theory Brand Equity

저자

Lukasz Swiatek(University of New South Wales, Australia)
Kevin Tan(National University of Singapore, Singapore)

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