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Keywords: Brand hate
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–20.
Published: 20 July 2026
...Yunzhe Li; Hong-Youl Ha Purpose This study aims to examine how brand hate evolves during service recovery in the online travel agency ( OTA ) context and investigates how perceived fairness, customer forgiveness and brand betrayal shape brand hate at different recovery stages. In doing so...
