The phenomenon of brand hate: a systematic literature review

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2024-07-25 DOI:10.1080/10696679.2024.2376021

Muhammad Taqi, R. Bagozzi, T. Tugrul, Attila Yaprak

引用次数: 0

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品牌仇恨现象：系统文献综述

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.