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Brand Hate Antecedents in Fast Food by nguyenthikimliena11 is a document available to read on EtoBox.

What is Brand Hate Antecedents in Fast Food about?

This study investigates the concept of brand hate in the fast food industry, identifying five key antecedents: negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility, and rumor, with rumor being the most significant factor. Utilizing primary data from 250 fast food consumers in Pakistan, the research employs multiple regression analysis to validate these findings. The study contributes to the understanding of brand hate by empirically assessing its antecedents

Author

nguyenthikimliena11

Language

EN