Passive Consequences of Brand Hate: The Mediating Role of Brand Avoidance

Passive Consequences of Brand Hate: The Mediating Role of Brand Avoidance

This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of...

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Bibliographic Details
Main Authors: Cid Gonçalves Filho, Ennius Marcus Moreira, Flavia Braga Chinelato, Marcos Ferreira Santos
Format: Article
Language:English
Published: Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE) 2022-06-01
Series:Multidisciplinary Business Review
Subjects:
brand hate
brand avoidance
brand equity
patronage reduction
mobile phone operator
Online Access:https://journalmbr.net/index.php/mbr/article/view/3555

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