Examining the change in brands’ marketing communication during COVID-19 from crisis communication perspective
This research investigates how companies modified their communication strategies in response to the COVID-19 pandemic, viewed as an exogenously driven crisis from a marketing perspective. Although the literature on crisis communication in marketing predominantly focuses on internally driven crisis,...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2025-06-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2025-0009 |
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