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Should Ad Spending Increase or Decrease Before a Recall Announcement? the Marketing–Finance Interface in Product-Harm Crisis Management

Haibing Gao,Jinhong Xie,Qi Wang,Kenneth C. Wilbur

Journal of Marketing（2015）

Cited 82|Views0
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Key words
prerecall advertising,product recall,product-harm crisis management,event study,marketing-finance interface
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