Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The
authors present a taxonomy of the main determinants and outcomes of brand hate and …

Abstract Drawing from Sternberg's (2003) triangular theory of hate, this paper
conceptualizes and tests the theory in the branding context. Based on two studies with 712 …

Purpose The purpose of this study is to investigate the relationships between brand
attachment and consumers' positive and negative behaviours. Furthermore, this study …

Purpose This study aims to examine the emotional components of brand hate and the
variation of emotions across different levels of brand hate. Design/methodology/approach …

Purpose This study aims to investigate the interplay between brand and consumer
personalities in shaping brand hate and its consequences. More specifically, it investigates …

Purpose This paper aims to explore and discuss the concept of brand forgiveness. It
empirically assesses the relationships among three types of brand transgressions, brand …

Purpose This study aims to build on the notion of brand evangelism developed by Becerra
and Badrinarayanan (2013) by examining how brand relationship variables regarding one …

Purpose The purpose of this paper is to investigate the impact of consumer-brand
engagement and brand experience on behavioural intentions (ie intent to re-purchase …

Purpose The purpose of this paper is to explore the concept of brand hate in detail which is
the extreme negative emotion toward brands, by giving a comprehensive explanation …

Spectator sport fan behavior is vast and represents one of the society's most universal
leisure activities. While event attendance and media consumption has received a great deal …