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Brand hate: the case of Starbucks in France

Douglas Bryson 1 Glyn Atwal 2 
1 Rennes School of Business
2 BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
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.
Keywords : Consumer behavior Brand hate Anti-consumption
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Journal articles
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https://hal-rennes-sb.archives-ouvertes.fr/hal-02430877
Contributor : Steven Gouin Connect in order to contact the contributor
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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