Brand hate: the case of Starbucks in France
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DOI: 10.1108/bfj-03-2018-0194
Abstract: Purpose The purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food… read more here.
Keywords: brand hate; research; starbucks france; brand ... See more keywords