When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM
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Publisher
Springer Science and Business Media LLC
Link
https://link.springer.com/content/pdf/10.1057/s41262-024-00368-7.pdf
Reference65 articles.
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5. Bayarassou, O., I. Becheur, and P. Valette-Florence. 2020. “Fight or flight”: Coping responses to brand hate. Journal of Product & Brand Management 30 (3): 492–511.
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