@article{Elder_E-2022_168608,
title = {Marketing in a crisis: lessons from the “COVID election” in New Zealand},
author = {Elder, E. and Lees-Marshment, J. and Bendle, N.},
month = {sep},
year = {2022},
abstract = {Purpose: This paper aims to identify both the traditional and novel forms of marketing behind New Zealand Prime Minster Jacinda Ardern’s landslide victory in the 2020 New Zealand General Election during the COVID-19 pandemic.},
pages = {2340-2368},
volume = {56},
issue = {8},
journal = {European Journal of Marketing},
publisher = {Emerald Publishing},
url = {https://doi.org/10.1108/EJM-10-2021-0763},
}
