Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model
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DOI: 10.3389/fpsyg.2020.533216
Abstract: Using the assumptions of Sternberg (2003) Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically,… read more here.
Keywords: brand hate; similar competitor; hate; competitor offer ... See more keywords