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Journal Articles

I can’t stop hating you: an anti-brand-community perspective on apple brand hate

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Clarinda Rodrigues, Amélia Brandão, Paula Rodrigues
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2021) 30 (8): 1115–1133.
https://doi.org/10.1108/JPBM-10-2019-2621
Published: 23 November 2020
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Journal Articles

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

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Clarinda Rodrigues, Paula Rodrigues
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2019) 28 (7): 830–848.
https://doi.org/10.1108/JPBM-04-2018-1842
Published: 06 June 2019
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