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This paper explores and discusses the concept of brand hate by outlining and empirically testing the main determinants and outcomes of brand hate.. A survey design using cross-sectional primary data from 224 German consumers was used.

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This page is a summary of: Determinants and outcomes of brand hate, Journal of Product & Brand Management, March 2017, Emerald, DOI: 10.1108/jpbm-01-2016-1070.
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