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Keywords: Ideological imbalance
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 499–513.
Published: 03 November 2025
... reveals that online brand avoidance significantly mediates the relationship between OBC hatred and online anti-brand activism. The study suggests that ideological imbalance moderates the relationship between OBCs’ hate and online brand avoidance. Research limitations/implications This study provides...
