Work

When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development

Year: 2024

Type: article

Study design: Observational Study

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-01-2023-4307

Author: Abhishek Yadav

Institution: Indian Institute of Management Rohtak

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4396861901

FWCI: 9.662

Cites: 122

Cited by: 21

Related to: 10