Pinto, Olavo; Brandão, Amélia Maria Pinto da Cunha - In: European Journal of Management and Business Economics … 30 (2021) 1, pp. 18-35
Purpose - The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service...