This study investigates negative past experiences, poor relationship quality, and the impact of rumor on brand hate. The sample of the study consists of fast-food customers in Turkey. Out of the non-probability sampling methods, convinence sampling method was adopted. 455 customers were reached...

Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in...