What Is Brand Hate

295 citations recorded by the source corpus.

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I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “Very few existing studies offer such a broad perspective (e.g., Zarantonello et al. 2016, Hegner et al., 2017; Zarantonello et al., 2018), with most studies discussing either antecedents or outcomes of brand hate, thereby avoiding incorporating both aspects in the same framework.”
Brand experience effects on brand attachment: the role of brand trust, age, and income (2019, background): “brand hate (Zarantonello et al., 2016), brand avoidance (Lee et al.”