The hate we create: How inter-brand hostility and consumer-brand identification turn fans into fighters
The hate we create: How inter-brand hostility and consumer-brand identification turn fans into fighters
Jeremy S. Wolter,V. M. Landers,Colin B. Gabler
2025 · DOI: 10.1016/j.jbusres.2025.115535
Journal of business research · 0 Citations