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Journal Articles British Food Journal Year : 2019

Brand hate: the case of Starbucks in France

Abstract

The purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food category.
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Dates and versions

hal-02430877 , version 1 (07-01-2020)

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Douglas Bryson, Glyn Atwal. Brand hate: the case of Starbucks in France. British Food Journal, 2019, 121 (1), pp.172-182. ⟨10.1108/BFJ-03-2018-0194⟩. ⟨hal-02430877⟩
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