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This study investigates the relationship between brand hate and consumer resistance behaviors in the fast food industry in Vietnam, focusing on how negative past experiences, ideological incompatibility, and rumor exposure contribute to brand hate. The findings reveal that brand hate is strongly associated with negative word-of-mouth (NeWOM) intensity and intentions to boycott or sabotage the brand. By employing Expectation–Confirmation Theory and Equity Theory, the research provides context-sensitive insig

Author

Le Ngoc Anh

Language

EN