Pinto, Olavo; Brandão, Amélia Maria Pinto da Cunha - In: European journal of management and business economics : … 30 (2021) 1, pp. 18-35
negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the …-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed …. Findings - Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant …