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This conceptual article explores the role of influential consumers in impression management during brand crises, proposing a theoretical framework that connects their influence to brand recovery and legitimacy. It synthesizes existing literature and introduces an integrative model to understand how brands can leverage these consumers to mitigate negative sentiments and restore their image. The article emphasizes the importance of strategic influencer marketing as a tool for managing brand crises and outline

Author

ngankimhoangnguyen

Language

EN