TY  - SER
TI  - When Scandal Engulfs a Celebrity Endorser: Four factors should guide firm's reactions 
AV  - HBR 97:3 2019
PY  - 2019///
CY  - Boston, MA
PB  - Harvard Business Publishing
KW  - Brand name products
KW  - Management
N1  - 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)
ER  -