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Keywords: Negative past experience
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Journal Articles
Iddrisu Mohammed, Alexander Preko, Leeford Edem Kojo Ameyibor, Mawuli Feglo, George Cudjoe Agbemabiese
Journal:
Arts and the Market
Arts and the Market (2022) 12 (3): 215–230.
Published: 25 October 2022
...Iddrisu Mohammed; Alexander Preko; Leeford Edem Kojo Ameyibor; Mawuli Feglo; George Cudjoe Agbemabiese Purpose This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts marketing sector...
