I hate this brand! A classification of brand haters based on their motivations and reactions

Oula Bayarassou, Bécheur Imène and Rita Valette-Florence (rita.valette-florence@grenoble-iae.fr)
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Oula Bayarassou: IPAG Business School
Rita Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Date: 2019-01-01
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Published in AMS Annual Conference, Jan 2019, Canada, Vancouver, Canada

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