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Brand Mind Perception and Moral Judgments of Brand Behavior: How Perceived Leadership Influences Consumer Attitudinal Responses to a Brand's Wrongdoing

Xie, HuUniversity of Oregon2017

How we communicate about brands and companies has changed. CEOs have come into the spotlight of brand communications but little marketing research offers holistic knowledge about CEOs as brand endorsers. This research investigates how CEO endorsers influence consumer attitudes toward a brand …

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