Brand hate: the case of Starbucks in France

Douglas Bryson (1) , Glyn Atwal (2)

1 ESC [Rennes] - ESC Rennes School of Business
2 BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)

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.

Mots clés: Consumer behavior; Brand hate; Anti-consumption

Domaines: Gestion et management

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⟩