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Alvaro Iranzo Barreira

|Alvaro Iranzo Barreira - Contributing Author|Alvaro Iranzo Barreira Department: Marketing - E-address: alvaroiranzobarreira@gmail.com - Postal address: Facultat d'Economia. Av Tarongers, s/n. 46022 Valencia. Spain

Publications

Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands

Alvaro Iranzo Barreira, Inés Küster, Carla Ruiz-Mafé. © 2024. 29 pages.

This chapter aims to understand the relationship between the concept of negative customer engagement and Brand Hate and is one of the first to analyse this relationship. In...