Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification
Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. We want to believe that humans are a rational being tha...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Umeå universitet, Företagsekonomi
2015
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-111206 |