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Keywords: Stimulus-organism-response
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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...
Journal Articles
Journal:
Management Decision
Management Decision (2022) 60 (7): 1990–2018.
Published: 07 September 2021
.... Design/methodology/approach The study operationalized the stimulus–organism–response framework for the research model and surveyed 357 users in India who had experienced online doctor consultation platforms. The analysis has been done using the structural equation modeling approach. Findings...
