Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address...

Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address...