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A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA)
Pereira, J. & Loureiro, S. M. C. (2020). The different shades of brand hate: A qualitative approach. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 632-636). Seoul: Global Alliance of Marketing and Management Associations.
Exportar Referência (IEEE)
J. Pereira and S. M. Loureiro,  "The different shades of brand hate: A qualitative approach", in 2020 Global Marketing Conf. at Seoul Proc., Seoul, Global Alliance of Marketing and Management Associations, 2020, pp. 632-636
Exportar BibTeX
@inproceedings{pereira2020_1660260717778,
	author = "Pereira, J. and Loureiro, S. M. C.",
	title = "The different shades of brand hate: A qualitative approach",
	booktitle = "2020 Global Marketing Conference at Seoul Proceedings",
	year = "2020",
	editor = "",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GMC2020.05.06.01",
	pages = "632-636",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Seoul",
	organization = "GAMMA",
	url = "http://gmcproceedings.net/html/sub3_01.html"
}
Exportar RIS
TY  - CPAPER
TI  - The different shades of brand hate: A qualitative approach
T2  - 2020 Global Marketing Conference at Seoul Proceedings
AU  - Pereira, J.
AU  - Loureiro, S. M. C.
PY  - 2020
SP  - 632-636
SN  - 1976-8699
DO  - 10.15444/GMC2020.05.06.01
CY  - Seoul
UR  - http://gmcproceedings.net/html/sub3_01.html
AB  - While Brand Love has been extensively studied, Brand Hate is still in the early stages
of its theoretical development. Aiming to reduce that gap, this project has three main
goals: first, conduct a thorough literature review, seeking to consolidate what has been
written about the concepts of love, hate, brand love, brand hate and several supportive
elements such as emotions, consumer-brand relationships, brand and anti-brand
communities; second, perform and code multiple semi-structured/in-depth interviews,
analyse and discuss the Portuguese costumer’s perception on the topic and link it with
academia; third, build a literate crossing between Marketing and Linguistics that can
be used by future studies. Supporting these objectives is the Constructivist Grounded
Theory methodology. Among the findings generated by this process, seven facets were
uncovered: emotions are essential to the shopping experience; there is an occasional
contemporaneity between diverse elements of Active Brand Hate; Negative Past
Experiences was the most cited antecedent of Brand Hate; it is possible to turn Brand
Hate into neutral or positive relationships, but so is the inverse; Negative Double
Jeopardy should be divided into parcels; Oppositional Brand Loyalty ought be tested
as another antecedent; there are dissimilar types of Brand Hostages.

ER  -