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“I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities

“I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities

Articles, Business Administration and Business Economics Marketing Accounting Personnel Economics

Brandão, A. and P. Popoli; (2023) ““I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities“, European Business Review.

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