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“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

Articles, Business Administration and Business Economics Marketing Accounting Personnel Economics

Brandão, Amélia and Paolo Popoli (2022); ““I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities“, European Journal of Marketing, 56(2), pp. 622-650.

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