Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida

• Main Authors: Sharizal, Bin Hashim, Kasana, Sheraz
• Format: Article
• Language: English
• Published: Emerald Publishing Limited 2019
• Subjects: H Social Sciences (General); HD Industries. Land use. Labor
• Online Access: http://ir.unimas.my/id/eprint/27024/1/kasana.pdf; http://ir.unimas.my/id/eprint/27024/; https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/html
• Institution: Universiti Malaysia Sarawak

Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in...