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Titlebook: Advances in National Brand and Private Label Marketing; Fifth International Francisco J. Martínez-López,Juan Carlos Gázquez-Ab Conference

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,Stanley Elkin’s Comic Passion,owsing behaviour and online purchasing habits of consumers in order to identify more effective organizational strategies. While it is a fact that the scientific community has made advances in the understanding of this phenomenon, there are still many questions to be answered in the area of mass cons
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https://doi.org/10.1007/978-3-476-04775-5 brands and how brand managers react when their brand is attacked. From the multiple case study analysis emerged that not every brand reacts at the same way. Specifically we noted the following four different strategies: (1) ignore; (2) apologize; (3) start a dialogue with trolls and haters; (4) cha
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