Brand hate: the case of Starbucks in France

Douglas Bryson and Glyn Atwal
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Douglas Bryson: ESC [Rennes] - ESC Rennes School of Business
Glyn Atwal: BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)

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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 (search for similar items in EconPapers)
Date: 2019-01-07
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Citations: View citations in EconPapers (8)

Published in British Food Journal, 2019, 121 (1), pp.172-182. ⟨10.1108/BFJ-03-2018-0194⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02430877

DOI: 10.1108/BFJ-03-2018-0194

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