Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls
This study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework.A mall intercept survey was used click here to collect responses from Pakistan shoppers.Based on 461 valid responses, the proposed relationship between antecedents an