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Journal Article

ID	362488
Title Proper	Captivating brand hate using contemporary metrics: A structural equation modelling approach.
Language	ENG
Author	Joshi, Richa ; Yadav, Rajan
`In' analytical Note	Vision : Journal of Business Perspective 25(4) Dec 2021 pp 439-447
Journal Source	Vision : Journal of Business Perspective 2021-12 25, 4
Classification Number	Y:4λ
Key Words	Brand hate: Mediation: Moderating effect: Negative past experience ; Mediation: Moderating effect: Negative past experience: Brand hate ; Moderating effect: Negative past experience: Brand hate: Mediation ; Negative past experience: Brand hate: Mediation: Moderating effect