When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM

Kurtoğlu R., Özbölük T., Altın B.

JOURNAL OF BRAND MANAGEMENT, vol.32, no.1, pp.65-78, 2025 (SSCI, Scopus)

  • Publication Type: Article / Article
  • Volume: 32 Issue: 1
  • Publication Date: 2025
  • Journal Name: JOURNAL OF BRAND MANAGEMENT
  • Journal Indexes: Scopus, Social Sciences Citation Index (SSCI), ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, Communication Abstracts, Library and Information Science Abstracts
  • Page Numbers: pp.65-78
  • Yozgat Bozok University Affiliated: Yes