How Much Controversy Can a Brand Relationship Take? The Moderating Effect of Emotional Attachment in the Context of Brand Activism.

Publication: Chapter in Book/Report/Conference proceedingConference contribution - Other conference contributionsResearchpeer-review

Original languageEnglish
Title of host publicationACR 2022
Publication date2022
Publication statusPublished - 2022
EventACR Association for Consumer Research Conference 2022 - Denver, USA/United States of America
Duration: 20.10.202223.10.2022