Bryson, Douglas; Atwal, Glyn; Hultén, Peter - In: Qualitative Market Research: An International Journal 16 (2013) 4, pp. 393-405
Purpose – The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical incidents approach to interviews with a small sample of...