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Keywords: Anti-brand community
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (7): 1761–1785.
Published: 05 June 2020
...Laurence Dessart; Cleopatra Veloutsou; Anna Morgan-Thomas Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design...
