Purpose -The aim of this paper is to conceptualise the influences of extreme negative emotional response towards luxury brands as expressed in brand hate. Design/methodology/approach -The paper uses examples obtained from a critical incidents approach to interviews with a small sample of German and British luxury consumers. Informants were asked to identify extremely positive and then extremely negative incidents which affected their perceptions of luxury brands. This critical incidents approach allowed for a clearer focus on the negative incidents and allowed identification of common themes that may be related to extreme negative affect. Findings -The evaluation of negative incidents which the informants named suggest that country of origin, consumer dissatisfaction with service, and negative stereotypes of luxury brand users are potential antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers' perceptions of corporate social performance did not seem to be a strong source of brand hate, yet the respondents stressed the significance of luxury brands to act responsibly. Thus, it is important for luxury brands to avoid potential dissonance in the way consumers perceive them. Research limitations/implications -This primarily conceptual paper uses examples fromGermany and the UK. Therefore, it is recommended to continue with studies in other countries, including emerging economies, to identify potential cross-cultural differences. Furthermore, it would be interesting to ascertain which factors are the most significant in evoking extreme negative brand affect. Practical implications -The core reputation of the luxury brand is a common theme which is identified as a driving force of brand hate. Brand practitioners therefore need to consider how to build a strong positive reputation in order to withstand the immediate and long-term consequences of brand hate. Originality/value -The need to investigate antecedents of extreme negative affect as manifested in brand hate reflects a gap in extant literature on luxury brand management. Therefore, the authors contend that their conceptualization of antecedents of affect will have important theoretical and practical implications within the field of luxury brand management.

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Purpose The purpose of this paper is to report on the test of a pedagogical intervention to enhance students’ entrepreneurial mindset on a university course. Design/methodology/approach The course where the authors tested the new course design is a mandatory one in the business school’s undergraduate business program. Pre- and post-evaluations of the students’ opportunity recognition (OR) and individual entrepreneurial orientation (IEO) were carried out to measure the effects of an intervention aimed at enhancing these capabilities. Findings The results from paired-samples t-tests indicate significant positive changes (enhancements) of the students’ OR and IEO. The positive effects of the intervention methods are accounted for as evidence of the benefits of applying pedagogical methods that fit the learning style of young adults. Practical implications The findings suggest that students’ mindsets can be positively affected by an intervention tailored to enhance their OR and IEO capabilities. The findings have implications for curriculum development because the strengthening of these capabilities is a precondition for further development of the participants’ innovative and creative thinking, as well as their entrepreneurial orientation. Since innovative and entrepreneurial activities have a positive impact on economies worldwide, the authors encourage the adaption of the intervention methods applied in this study in other settings. Originality/value This paper reports the results of a pedagogical intervention aimed at enhancing students’ entrepreneurial mindset. The findings from the study demonstrate that the applied intervention method supports the development of functional skills, which complement the conceptual knowledge gained from other courses in the undergraduate program.

The initial results of the STRIDA project have documented use of a broad variety of new psychoactive substances among mainly young people all over Sweden.

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