On the antipodes of love and hate : the conception and measurement of brand polarization
Year of publication: |
2024
|
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Authors: | Osuna Ramírez, Sergio Andrés ; Veloutsou, Cleopatra ; Morgan-Thomas, Anna |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 179.2024, Art.-No. 114687, p. 1-15
|
Subject: | Brand hate | Brand love | Brand passion | Brand polarization | Brand relationships | Brand rivalry | Inter-group dissociation | Scale development |
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