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Keywords: Sense of online brands’ betrayal
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 499–513.
Published: 03 November 2025
... communities Online brand avoidance Online anti-brand activism Brand hate Ideological imbalance Negative e-word of mouth Sense of online brands’ betrayal The dynamics of consumer−brand interactions have undergone significant transformations due to the proliferation of social media...
