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Keywords: Political consumerism
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Journal Articles
Journal:
Management Decision
Management Decision 1–32.
Published: 21 April 2026
...), the stimulus-organism-response (S-O-R) theory, and political consumerism, the study explains how symbolic, functional, and emotional brand incongruences create psychological conflict, triggering ambivalence, online brand hate (OBH), and retaliation. Design/methodology/approach A mono-method quantitative...
