Brand Hatred: a Literature Review and Research Agenda
Ashutosh Rai,
Udit Chawla,
Subrata Chattopadhyay
Abstract:Purpose: The objective of this paper was to study the past research in the field of brand hatred and propose a research agenda for the future.
Theoretical framework: Theories and research on brand hatred been studied. Duplex theory of hate, brand hate as multidimensional construct, determinants of brand hate, self-congruity theory been studied. Brand hatred due to negative past experience, self-image been studied and there is much to investigate and learn.
Design/methodology/approach: Literature review is … Show more
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