Accounting-Based Brand Scandals and the Implications for Firm-Level Advertising Spending
This study examines strategic firm-level advertising behavior around accounting-based brand scandal events. This analysis is guided by propositions presented in the brand scandal and marketing-finance literatures regarding firm response to brand scandal events. While, recent findings from the market...
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| Format: | Article |
| Language: | English |
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Sciendo
2021-08-01
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| Series: | Studies in Business and Economics |
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| Online Access: | https://doi.org/10.2478/sbe-2021-0036 |