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Brand hate: the case of Starbucks in France

Abstract : 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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https://hal-rennes-sb.archives-ouvertes.fr/hal-02430877
Contributor : Steven Gouin <>
Submitted on : Tuesday, January 7, 2020 - 3:50:16 PM
Last modification on : Wednesday, January 8, 2020 - 2:05:59 AM

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

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