2-H: Brand Hate
The grounded theory is applied to study the construct brand hate. Seventy-one hated brands are reported through twenty-five in-depth interviews. Three facets of associations of brand hate are presented: emotional, cognitive, and physical. Four facets of reasons are discovered, and six different levels of consequences are obtained.
Chun Zhang and Michel Laroche (2017) ,"2-H: Brand Hate", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.
Chun Zhang, Concordia University, Canada
Michel Laroche, Concordia University, Canada
NA - Advances in Consumer Research Volume 45 | 2017
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