What is it about?
• Investigates the key determinants of Brand Hate. • Symbolic-incongruence has a negative relationship with brand hate. • Functional-incongruence has a negative relationship with brand hate
Featured Image
Read the Original
This page is a summary of: The impact of self-congruity (symbolic and functional) on the brand hate, British Food Journal, November 2018, Emerald,
DOI: 10.1108/bfj-03-2018-0206.
You can read the full text:
Contributors
The following have contributed to this page
