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Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits

Published Online: 2024-06-05

Published Print: 2024-06

Authors

Chahal, Hardeep https://orcid.org/0000-0002-7744-6786
Dolkar, Rigzin
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Text and Data Mining valid from 2024-06-01

Version of Record valid from 2024-06-01
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Article History

Accepted: 11 May 2024

First Online: 5 June 2024

Declarations

:

: The authors declared no potential conflict of interest regarding the article's research, authorship, and publication.

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