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Keywords: Negative consumer–brand relationships
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 622–650.
Published: 24 January 2022
...Amélia Brandão; Paolo Popoli Purpose This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer...
