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Brand hate: the case of Starbucks in France

Author

Listed:
  • Douglas Bryson

    (ESC [Rennes] - ESC Rennes School of Business)

  • Glyn Atwal

    (BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC))

Abstract

The purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food category.

Suggested Citation

  • Douglas Bryson & Glyn Atwal, 2019. "Brand hate: the case of Starbucks in France," Post-Print hal-02430877, HAL.
    • Handle: RePEc:hal:journl:hal-02430877
    DOI: 10.1108/BFJ-03-2018-0194
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    Citations

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    Cited by:

    1. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
    2. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).
    3. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    4. Valor, Carmen & Antonetti, Paolo & Zasuwa, Grzegorz, 2022. "Corporate social irresponsibility and consumer punishment: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 144(C), pages 1218-1233.
    5. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    6. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Cícero Eduardo Walter & Vera Teixeira Vale & Manuel Au-Yong-Oliveira & Cláudia Miranda Veloso & Bruno Barbosa Sousa, 2023. "“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda," Administrative Sciences, MDPI, vol. 13(11), pages 1-19, November.
    8. Hardeep Chahal & Rigzin Dolkar, 2024. "Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(2), pages 195-212, June.

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