Essays about: "Lucas Rodrigues"
Found 1 essay containing the words Lucas Rodrigues.
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1. Why Do We Hate Brands? : A qualitative study of how the dark side of branding is influenced by group identification
University essay from Umeå universitet/FöretagsekonomiAbstract : Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept of Brand Hate. More specifically, how Brand Hate can occur in people with no to little experience with certain brands, so called non-customers. READ MORE
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