Determinants and outcomes of brand hate

  • Sabrina M. Hegner, Marc Fetscherin, Marianne van Delzen
  • Journal of Product & Brand Management, March 2017, Emerald
  • DOI: 10.1108/jpbm-01-2016-1070

Determinants and outcomes of brand hate

What is it about?

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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The following have contributed to this page: Professor of Marketing and Gelbman Family Chair of International Business Marc Fetscherin