“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implication...

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Bibliographic Details
Main Authors: Cícero Eduardo Walter, Vera Teixeira Vale, Manuel Au-Yong-Oliveira, Cláudia Miranda Veloso, Bruno Barbosa Sousa
Format: Article
Language:English
Published: MDPI AG 2023-11-01
Series:Administrative Sciences
Subjects:
brand hate
consumer behavior
research opportunities
negative emotions
consumer relationship
narrative-oriented literature review
Online Access:https://www.mdpi.com/2076-3387/13/11/234

Internet

https://www.mdpi.com/2076-3387/13/11/234

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