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Keywords: Polarising brands
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 648–662.
Published: 19 December 2025
... was conducted using the interpretative phenomenological analysis, interviewing 26 consumers globally who love or hate five polarised brands (Apple, Coca-Cola, McDonald’s, Nestlé and Starbucks). Findings Four consumer emotional states regarding polarised brands were identified, as a combination of love...
Includes: Supplementary data
