Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida
Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing Limited
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/27024/1/kasana.pdf http://ir.unimas.my/id/eprint/27024/ https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/html |
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