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Keywords: Negative outward emotions
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Journal Articles
Journal of Product & Brand Management (2024) 33 (6): 745–760.
Published: 11 June 2024
... (nCBBE) and offline/online social influence, following recommendations made in recent studies (Zhang and Laroche, 2020 ; Dessart et al., 2020 ; Khan et al., 2020); It analyses brand hate as negative outward emotion and explains how negative inward emotions drive brand hate (Kumar...

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