Two decades of brand hate research : a review and research agenda
Year of publication: |
2023
|
---|---|
Authors: | Kumar, Ramesh J. ; Jebarajakirthy, Charles ; Maseeh, Haroon Iqbal ; Dhanda, Komal ; Saha, Raiswa ; Dahiya, Richa |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 6, p. 763-789
|
Subject: | Brand hate | Brand hate community | Integrated literature review | Systematic literature review | Bibliometrie | Bibliometrics | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
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