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Keywords: Negative e-word of mouth
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 499–513.
Published: 03 November 2025
... emotions, ultimately resulting in behavioral outcomes. Interestingly, this study shows that OBCs’ negative e-word of mouth is an insignificant predictor of OBCs’ hate. Online brand hatred leads to online brand avoidance, which is ultimately associated with online anti-brand activism. This study also...
