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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Bibliographic Details

Main Authors:	Samar, Rahi, Mehwish, Ishtiaq, Hafiz Fawad, Ali, Mazuri, Abd Ghani
Format:	Conference or Workshop Item
Language:	en en
Published:	2021
Subjects:	HB Economic Theory HN Social history and conditions. Social problems. Social reform
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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