... on affective events theory, this study aims to examine employee incivility (rude and poor behavior) and its consequences on brand hate. Furthermore, the authors also introduced perceived justice as a moderator to buffer the impact of brand hate. Design/methodology/approach A scenario-based survey was used...

...Isha Sharma; Kokil Jain; Ritu Gupta Purpose Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the interplay of other social...