Sponsor Response Strategies for Avoiding Negative Brand Image Effects in a Sponsorship Crisis: The Comparative Efficacy of Apology, Denial and No Comment

Sebastian Uhrich, Thomas Floeter

Publication: Contribution to journalJournal articlesResearchpeer-review

Original languageEnglish
JournalMarketing ZFP-Journal of Research and Management
Issue number4
Pages (from-to)257-266
Number of pages9
Publication statusPublished - 2014