"Did You Hear Consumers Hate Our Brand? The Unexpected Upside of Hate-Acknowledging Advertising for Polarizing Brands" by Lisa Monahan

Selected Works of Jennifer Espinosa

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Did You Hear Consumers Hate Our Brand? The Unexpected Upside of Hate-Acknowledging Advertising for Polarizing Brands

Journal of Business Research (2023)

Lisa Monahan, Meredith College
Jennifer A Espinosa, Rowan University
Jeff Langenderfer, Meredith College
David J. Ortinau, University of South Florida

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Disciplines

Business and
Marketing

Publication Date

January, 2023

Citation Information

Lisa Monahan, Jennifer A Espinosa, Jeff Langenderfer and David J. Ortinau. "Did You Hear Consumers Hate Our Brand? The Unexpected Upside of Hate-Acknowledging Advertising for Polarizing Brands" Journal of Business Research (2023)
Available at: http://works.bepress.com/jennifer-espinosa/13/