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Keywords: Iconic brands
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 648–662.
Published: 19 December 2025
... 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand polarisation Polarising brands Brand relationship Polarisation Brand love Brand hate Brand promise Iconic brands Polarising brands attract both lovers and haters...
Includes: Supplementary data
