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Keywords: Online brand avoidance
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 499–513.
Published: 03 November 2025
...Mohammad Osman Gani; Hiran Roy; Kifayat Nahiyan Rafi; Nik Mohd Hazrul Nik Hashim Purpose This study aims to investigate the interplay between brand hate, online brand avoidance and anti-brand activism among online brand communities (OBCs). It also examines the moderating role of ideological...
