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Keywords: Brand hate
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2024) 45 (3): 206–213.
Published: 06 July 2023
...Alice Guzzetti; Roberta Crespi; Glyn Atwal Purpose The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities. Design/methodology/approach Five gamified product placements characterized by the ad hoc...
Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2022) 43 (1): 37–43.
Published: 12 November 2020
...Glyn Atwal; Douglas Bryson; Maya Kaiser Purpose The purpose of this study is to investigate the development of brand hate based on the case of Italian luxury fashion house Dolce & Gabbana in China. Design/methodology/approach The strategy adopted in this study is a single in-depth case...
