What leads to brand hate? Antecedents and outcomes of brand hate

• Main Authors: Samar, Rahi, Mehwish, Ishtiaq, Hafiz Fawad, Ali, Mazuri, Abd Ghani
• Format: Conference or Workshop Item
• Language: English; English
• 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/

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...