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Keywords: Avoidance
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Journal Articles
Journal of Product & Brand Management (2021) 30 (3): 492–511.
Published: 22 December 2020
... betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes. Design/methodology/approach Data are collected from an online...
