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Keywords: Brand hate
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (4): 625–643.
Published: 07 April 2021
...Muhammad Kashif; Tulay Korkmaz Devrani; Aisha Rehman; Sarminah Samad Purpose There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate...
