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Article Dans Une Revue British Food Journal Année : 2019

Brand hate: the case of Starbucks in France

Résumé

The purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food category.
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Dates et versions

hal-02430877 , version 1 (07-01-2020)

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Citer

Douglas Bryson, Glyn Atwal. Brand hate: the case of Starbucks in France. British Food Journal, 2019, 121 (1), pp.172-182. ⟨10.1108/BFJ-03-2018-0194⟩. ⟨hal-02430877⟩
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