Fong, Cher-Min; Chang, Hsing-Hua Stella; Hsieh, Pei-Chun; … - In: Journal of Product & Brand Management 30 (2021) 8, pp. 1229-1246
Purpose: The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special...