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Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model

Using the assumptions of Sternberg (2003) Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically, we hypothesize that brand hate mediates the relations...

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Detalles Bibliográficos
Autores principales:	Husnain, Mudassir, Wang, Zanxin, Poulova, Petra, Syed, Fauzia, Akbar, Ahsan, Akhtar, Muhammad Waheed, Akbar, Minhas, Usman, Muhammad
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2021
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7843577/ https://www.ncbi.nlm.nih.gov/pubmed/33519569 http://dx.doi.org/10.3389/fpsyg.2020.533216

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