The five types of brand hate: How they affect consumer behavior
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DOI: 10.1016/j.jbusres.2019.04.017
Abstract: Abstract Drawing from Sternberg's (2003) triangular theory of hate, this paper conceptualizes and tests the theory in the branding context. Based on two studies with 712 consumers (study 1 = 349; study 2 = 363) who mentioned 266 brands… read more here.
Keywords: types brand; brand; brand hate; five types ... See more keywords