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Keywords: Brand hate
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Journal Articles
Journal:
Management Research Review
Management Research Review (2024) 47 (12): 1901–1915.
Published: 12 August 2024
... consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors. Design/methodology/approach This research compares the results of two...
