Keywords: Extreme sports
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Journal Articles
Journal of Product & Brand Management (2024) 33 (6): 745–760.
Published: 11 June 2024
...Álvaro Iranzo Barreira; Ines Kuster; Carla Ruiz Mafe Purpose The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver...

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