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Consumer responses to controversial marketing communications - the case of H&M’s “coolest monkey in the jungle” merchandise

Consumer responses to controversial marketing communications - the case of H&M’s “coolest monkey in the jungle” merchandise

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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19929 MA_Consumer_Responses_to_Controversial_Marketing_Communications_2018.pdf - Accepted Version

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Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: racism, marketing communications, branding, consumer responses on social media, netnography
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 19 Jun 2019 15:19
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: GREAT a
Selected for GREAT 2019: GREAT 6
URI: http://gala.gre.ac.uk/id/eprint/19929

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