What leads to brand hate? Antecedents and outcomes of brand hate
The purpose of this study is to investigate the concepts of brand hate. It presents the antecedents and outcomes of brand hate. The study demonstrates five components namely corporate social responsibility (CSR), product/service failures (FAL), negative past experience (NPE), symbolic incongruity...
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| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2021
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/4554/1/FH03-FPP-21-53033.pdf http://eprints.unisza.edu.my/4554/2/FH03-FPP-21-53191.pdf http://eprints.unisza.edu.my/4554/ |
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