Purpose This review aims to synthesize the brand hate literature and suggest directions for
future research on brand hate. Design/methodology/approach This study adopted an …

Abstract Systems and services we employ in our daily life have increasingly been
augmented with motivational designs which fall under the classes of (1) gamification,(2) …

Purpose This paper aims to focus on the phenomena of negative brand relationships and
emotions to evidence how such relationships transpose into the willingness to participate in …

Mentioning products or brands on Facebook enables individuals to display an ideal self to
others through a form of virtual conspicuous consumption. Drawing on conspicuous …

Purpose The increased practitioner and academic interest in negative brand phenomena
highlight the need for the development of practical scales to be used for empirical …

Research suggests that customer-brand disidentification is a pertinent source for the
breakdown of consumer-brand relationships and a reason why consumers turn against …

Designing a digital marketing strategy that stimulates consumer engagement is vital and
challenging for digital marketers. Despite previous research on this topic, little is known …

Extant studies have emphasized the need for further research into brand hate. Most recent
studies have stressed on either the determinants or the outcomes of negative emotions but …

Purpose This study explores consumers' self-congruence with luxury fashion brands they
mention on Facebook. It investigates the extent to which those brands are congruent with the …

Purpose Social networking sites (SNSs) are an indispensable part of people's daily lives.
However, scant literature describes how SNSs affect users' behaviors, especially consumer …