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When Scandal Engulfs a Celebrity Endorser: Four factors should guide firm's reactions /

Material type: ArticleArticlePublication details: Boston, MA: Harvard Business Publishing, May-Jun 2019Description: 97:3; 21-24Subject(s): LOC classification:
  • HBR 97:3 2019
 In: Harvard Business Review Boston, MA: Harvard Business Publishing
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Item type Current library Collection Shelving location Call number Vol info Status Barcode
Continuing Resources Continuing Resources Carlos P. Romulo Library Periodicals Periodical Section HBR 97:3 2019 (Browse shelf(Opens below)) Volume 97 Issue 3 May-June 2019 Available P00019

About the Research: "Managing Negative Celebrity Endorser Publicity: How Announcements of Firm (Non) Responses Affect Stock Returns," by Stefan J. Hock and Sascha Raithel (Management Science, forthcoming)

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