While Brand Love has been extensively studied, Brand Hate is still in the early stages of its theoretical development. Aiming to reduce that gap, this project has three main goals: first, conduct a thorough literature review, seeking to consolidate what has been written about the concepts of love, hate, brand love, brand hate and several supportive elements such as emotions, consumer-brand relationships, brand and anti-brand communities; second, perform and code multiple semi-structured/in-depth interviews, analyse and discuss the Portuguese costumer’s perception on the topic and link it with academia; third, build a literate crossing between Marketing and Linguistics that can be used by future studies. Supporting these objectives is the Constructivist Grounded Theory methodology. Among the findings generated by this process, seven facets were uncovered: emotions are essential to the shopping experience; there is an occasional contemporaneity between diverse elements of Active Brand Hate; Negative Past Experiences was the most cited antecedent of Brand Hate; it is possible to turn Brand Hate into neutral or positive relationships, but so is the inverse; Negative Double Jeopardy should be divided into parcels; Oppositional Brand Loyalty ought be tested as another antecedent; there are dissimilar types of Brand Hostages.

Not only luxury brands, but also fast fashion brands such as ZARA and H&M have successfully opened flagship stores in prime locations such as Ginza, Tokyo. The market-entry strategy via flagship stores appears to be successful, as numerous companies have adopted it. However, for this strategy to work, it is important to consider and verify not only the place, but also the product, price, and promotion aspects. This study systematically investigates the flagship store strategy by comparing the strategies of luxury brands, represented by Chanel and Louis Vuitton, and those of SPA (Specialty store retailer of Private label Apparel) brands, represented by ZARA, developed by the Spanish Inditex Corporation.

Drawing on the Stereotype Content Model, we examine how CSR impacts brand stereotypes and, in turn, drives consumers’ behavioral intentions towards the stereotyped brand. We do so in the context of (a) varying combinations of brands’ warmth and competence and (b) varying types of CSR activities (i.e. environmental and social).

This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate.

This study investigates the contexts in which emojis occur through co-occurrence, cluster, and association analysis of Airbnb tweets. Findings reveal these positive emojis tend to co-exist with several types of words representing conversation, emotion, activity, and marketing. This study contributes to the textual paralanguage literature in marketing.

The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.

The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.