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• W4386802907 abstract "This study aims to explore the antecedents and outcomes of brand hate, especially in the case of the anti-brand community. Brand hate is an emerging concept in brand-consumer relationships. Qualitative research has been conducted on brand hate from both the consumer and brand perspectives. A netnographic study has been applied to understand the antecedents and consequences of brand hate from the consumer perspective. This study specifically aims to examine the phenomenon of brand hate in the context of air travel. Moreover, a retrospective interview has been conducted with the brand manager from the brand perspective. As a first result, our qualitative studies reveal that negative past experiences, brand unfairness, corporate social irresponsibility, and poor management of the company workforce are antecedents of brand hate. As a second result, the outcomes explored in our research were brand avoidance, negative word-of-mouth, brand retaliation, anti-brand community creation, and consumer distrust. The paper provides a deeper understanding of the feeling of hate from both the customer and brand perspectives. Furthermore, this work enables brand managers to investigate brand hate in the context of an anti-brand community." @default.
• W4386802907 created "2023-09-17" @default.
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• W4386802907 date "2023-01-01" @default.
• W4386802907 modified "2023-09-27" @default.
• W4386802907 title "Antecedents and Outcomes of Brand Hate: A Case of Anti-brand Community" @default.
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• W4386802907 doi "https://doi.org/10.1007/978-3-031-42788-6_14" @default.
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