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Keywords: Consumer-based brand equity
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Journal Articles
Journal:
Management Decision
Management Decision (2026) 64 (13): 640–669.
Published: 29 May 2026
...Amélia Brandão; Paolo Popoli; Beatriz Reis Silva Purpose This study aims to analyse the impact of different types of brand hate on consumer-based brand equity (CBBE), with particular reference to the Millennial generation. Design/methodology/approach A quantitative study was conducted...
