/methodology/approach – Interview data were interpreted with the assistance of relevant literature, netnography and observation. Findings – By viewing …

interests, nor the AVM, the focus is on the welfare of consumers and as such, a more detached perspective may be useful in this …

incidents approach to interviews with a small sample of German and British luxury consumers. Informants were asked to identify … antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers … consumers perceive them. Research limitations/implications – This primarily conceptual paper uses examples from Germany and the …