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Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?

Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands? - Journal of Marketing Research 2016 - 53:2

April

Subjects--Topical Terms: --Marketing.

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Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?

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