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Index
Cover Front Matter Part I. Understanding Brand Hate
1. What Is Hate? 2. What Is Brand Hate? 3. Antecedents of Brand Hate 4. Consequences of Brand Hate
Part II. Implications of Brand Hate
5. Semiotics of Brand Hate 6. Legality of Brand Hate: Dilution v. Collusion 7. Managing Brand Hate
Back Matter
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