Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection

Volume: 60, Pages: 102465 - 102465
Published: May 1, 2021
Abstract
Proficient brand management, including retail brands, is crucial for the success of the firms or retailers. One area of interest is consumers’ negativity towards brands (e.g., hate) due to negative consumer-brand relationships. The present article examines the relationships between brand anxiety, brand hatred and obsess, and illustrates the impacts of age and brand affection on these relationships. Data were collected through an online survey,...
Paper Details
Title
Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection
Published Date
May 1, 2021
Volume
60
Pages
102465 - 102465
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