Ma, Jenny Wei-Chen (2018) Consumer responses to controversial marketing communications - the case of H&M’s “coolest monkey in the jungle” merchandise. In: Global Marketing Conference. (Submitted)

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PDF (Author Accepted Abstract) 19929 MA_Consumer_Responses_to_Controversial_Marketing_Communications_2018.pdf - Accepted Version Download (136kB) | Preview

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	racism, marketing communications, branding, consumer responses on social media, netnography
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	19 Jun 2019 15:19
URI:	http://gala.gre.ac.uk/id/eprint/19929

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