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Journal of Marketing Management Volume 40, 2024 - Issue 3-4
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Special Section: Advancing theory on marketing responses to mitigate the negative consequences of brand crises

The mitigation of brand crises: towards broader, deeper and more diverse research directions

Paolo Antonettia NEOMA Business SchoolCorrespondence[email protected]
,
Ilaria Baghib Università degli Studi di Modena e Reggio Emilia
&
Carmen Valorc Universidad Pontificia ComillasORCID Iconhttps://orcid.org/0000-0002-4864-1048
ORCID Icon
Pages 183-189 | Published online: 13 Feb 2024
 
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