Bus Horizons
Introduction
Business Horizons, 68(2)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Special Issue: Negative Events in Marketing
GUEST EDITORS’ PERSPECTIVE
Advancing toward the development of a discipline of negative events in marketing: A managerial perspective
—Yany Grégoire, Daniel Laufer []
SPECIAL ARTICLES
Preparing for the inevitable: Strategically navigating negative publicity in the contemporary business landscape
—Asheen Heranga Hettiarachchi Maha Hettiarachchige, Francesca Cabiddu, Ludovica Moi []
Too woke or not too woke, that is the question: Brand responses to culture wars
—Nada Hashmi, Conwell S. Worthington, Anjali S. Bal, Kelly Weidner, Gary Ottley []
Managing contingent relationships with customers: Examining MNCs’ social media crises in Mainland China
—Yang Cheng, Weikai Jin, Kaijie Zhang, Xintong Bai, Yinghang Zhang, Binyuan Shi []
The diminishing halo effect: Celebrities and negative events in marketing
—Yuanyuan (Gina) Cui, Patrick van Esch, Brad Eskridge, Cleone Ladlow, Gavin Northey []
Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers
—Nada Morsi, Elisabete Sá, Joaquim Silva []