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Keywords: Symbolic incongruity
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Journal Articles
An investigation of celebrity brand hate influence in the arts marketing sector of Ghana
Available to PurchaseIddrisu 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...
