The moderating role of complaint handling on brand hate in the cancel culture

• Main Authors: Abbasi, A.Z., Fayyaz, M.S., Ting, D.H., Munir, M., Bashir, S., Zhang, C.
• Format: Article
• Published: Emerald Group Holdings Ltd. 2022
• Online Access: http://scholars.utp.edu.my/id/eprint/33964/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126214955&doi=10.1108%2fAPJBA-06-2021-0246&partnerID=40&md5=fb70f595c0d3efaf1fa7bc5da97664d7

Purpose: This study investigates the moderating role of complaint handling between ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility on brand hate. Design/methodology/approach: The study employs the Duplex Hate theory which assumes that...