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Reputation, Identity, and Symbolic Defence The Role of the Consumer in Digital Brand Crises – The Frisby Case

In digital ecosystems, brand crises have become arenas for spontaneous consumer activism beyond corporate control. This study examines the emotional and symbolic responses of Instagram users to the trademark dispute bet…

Reputation, Identity, and Symbolic Defence The Role of the Consumer in Digital Brand Crises – The Frisby Case

In digital ecosystems, brand crises have become arenas for spontaneous consumer activism beyond corporate control. This study examines the emotional and symbolic responses of Instagram users to the trademark dispute bet…