Osuna Ramírez, Sergio Andrés; Veloutsou, Cleopatra; … - In: Journal of Product & Brand Management 28 (2019) 5, pp. 614-632
Purpose: Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand...