Dr. Juan Mundel (Michigan State University) and Dr. Jing Yang (Loyola University Chicago) discuss the factors that contributed to perceptions of brand opportunism during the 2020 COVID-19 lockdown period and how that affected purchase intent.
“We are all in this together: Brand opportunism in COVID-19 cause-related marketing and the moderating role of consumer skepticism,” authored by Dr. Juan Mundel and Dr. Jing Yang received the award for Best Conference Paper at the 2021 American Academy of Advertising annual conference.