Brand Damage from Product Harm and Corporate Social Irresponsibility: How Deep and How Long? – MSI

Working Paper

Brand Damage from Product Harm and Corporate Social Irresponsibility: How Deep and How Long?

Max Backhaus and Marc Fischer

Nov 29, 2016

Marketers, take note: Corporate socially irresponsible behavior can have a devastating effect on one of the most valuable corporate assets, the brand.

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