Sustainability and Social Responsibility

The Effects of Fashion Brands' Negative Publicity Recovery Strategies on Anti-Brand Behavioral Intentions According to Consumers' Proactive Personality

Authors: Hongjoo Woo (Auburn University) , Sojin Jung (Kyung Hee University) , Byoungho Ellie Jin (North Carolina State University)

Abstract

The Effects of Fashion Brands' Negative Publicity Recovery Strategies on Anti-Brand Behavioral Intentions According to Consumers' Proactive Personality

Keywords:

How to Cite: Woo, H. , Jung, S. & Jin, B. E. (2018) “The Effects of Fashion Brands' Negative Publicity Recovery Strategies on Anti-Brand Behavioral Intentions According to Consumers' Proactive Personality”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).