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Keywords: Brand hate
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (6): 763–789.
Published: 03 August 2023
...Ramesh Kumar; Charles Jebarajakirthy; Haroon Iqbal Maseeh; Komal Dhanda; Raiswa Saha; Richa Dahiya Purpose This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate. Design/methodology/approach This study adopted an integrative literature...
