No. 28-5, August 2019

Index

• Guest editorial
• Guest editorial
• A typology of the perceived risks in the context of consumer brand resistance
• Brand avoidance: underlying protocols and a practical scale
• Brand hypocrisy from a consumer perspective: scale development and validation
• I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management
• Brand forgiveness
• The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
• Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style
• Domains of influence: exploring negative sentiment in social media