Marketing in Times of Uncertainty: INVESTIGATING FIRMS' RESPONSE STRATEGIES AND RESPONSE TIME DURING A WAR CRISIS.

The article focuses on investigating how firms' response strategies and response time during a war crisis impact consumers' attitudes. It explores the effects of different response strategies and response times on consumer evaluations and examines the mediating role of perceived morality in these relationships and the study contributes to the literature by analyzing consumer responses to firms' actions during war crises, highlighting the significance of perceived morality.