Skip to Main content Skip to Navigation
Journal articles

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
Document type :
Journal articles
Complete list of metadatas
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

Identifiers

Collections

ESC-RENNES | CER | CTIM | RSCOM

Citation

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⟩

Export

BibTeX TEI DC DCterms EndNote

Share

Metrics

Record views

55