Fanning the flames: Understanding viral content after brand transgressions

Kimberly Legocki, Kristen L. Walker, Meike Eilert

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Consumer Marketing
DOIs	https://doi.org/10.1108/JCM-02-2021-4473
State	Published - Jan 1 2022

Disciplines

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title = "Fanning the flames: Understanding viral content after brand transgressions",

author = "Kimberly Legocki and Walker, {Kristen L.} and Meike Eilert",

year = "2022",

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AU - Legocki, Kimberly

AU - Walker, Kristen L.

AU - Eilert, Meike

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UR - https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1297

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