Amalia van Schalkwyk

Research Interests

• Brand Hate
• Anti-consumption
• Image incongruence
• Ideological incompatibility
• Functional incongruence
• Brand avoidance
• Negative word of mouth
• Negative e-word of mouth
• Brand retaliation
• Non-repurchase intention
• Switching
• Customer involvement

Brief Bio

Senior Academic Navigator and Researcher with a passion for Branding and Marketing. Areas of expertise: Consumer-Brand Relationships and Consumer Behaviour; with a specific interest in the antecedents and outcomes of brand hate, and customer involvement.