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