Construct · 1 fields · 1 citations

brand hate: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
brand hate1 CONSTRUCTBrand hateZARANTONELLO · MARKETING

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Marketing

an intense negative emotional response toward a brand.

In marketing, brand hate refers to an intense negative emotional response toward a brand. This meaning comes from Zarantonello (2016) in Journal of Product & Brand Management.[1]

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Nearby constructs

product3 fields · 3 citationsjingle · one word, three constructsresponse4 fields · 4 citationsjingle · one word, four constructs

References

  1. Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11-25. https://doi.org/10.1108/jpbm-01-2015-0799

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