Titlebook: Advances in Advertising Research XIV; Harder, Better, Fast Alexandra Vignolles,Martin K.J. Waiguny Book 2024 The Editor(s) (if applicable)

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The Effects of Social Media Firestorms on Company Reputation and Consumer Behavior: The Case of Repcore rests on perceptions of arbitrary discrimination against women and is manifested either consciously (hostile sexism) or unconsciously (benevolent sexism). According to Schoon and Eccles (2014), sexism is embedded in the culture of society, reinforcing the division of sexes and reproducing beliefs of women‘s inferiority.

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Volkswirtschaftliche Ideengeschichteng sponsor. However, such studies have not investigated the effects of termination on the brand equity of the exiting brand using measures of personal behaviour (e.g., preferences and willingness to pay). Moreover, the previous research has only focused on the fans of the sponsored team, neglecting

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Arnold Heertje,Heinz-Dieter Wenzelview of purposes that dance scenes in promotional videos can have. Next, we present considerations on how to implement dance scenes to achieve these goals. We present results of an exploratory cross-sectional study and an experiment and show that dance has a positive but weak effect on brand attitud

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