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The moderating role of complaint handling on brand hate in the cancel culture

Amir Zaib Abbasi (IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia)
Muhammad Shahzeb Fayyaz (Ghulam Ishaq Khan Institute of Engineering Sciences and Technology, Topi, Pakistan)
Ding Hooi Ting (Department of Management and Humanities, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia)
Maira Munir (City School, Islamabad-Campus, Islamabad, Pakistan)
Shahid Bashir (Namal University, Mianwali, Pakistan)
Chun Zhang (University of Dayton, Dayton, Ohio, USA)

Asia-Pacific Journal of Business Administration

ISSN: 1757-4323

Article publication date: 11 March 2022

Issue publication date: 2 January 2023

1077

Abstract

Purpose

This study investigates the moderating role of complaint handling between ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility on brand hate.

Design/methodology/approach

The study employs the Duplex Hate theory which assumes that hate is the manifestation of multiple factors. A survey-based self-administered questionnaire was used to collect data from 400 smartphone users at Rawalpindi and Islamabad, Pakistan.

Findings

The findings suggest that ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility contributes to brand hate. The complaint handling (moderator) weakens the effects of ideological incompatibility and symbolic incongruity on brand hate.

Practical implications

The research provides insights into the cancel culture and clarifies how brand hate can be controlled.

Originality/value

Empirical study on the antecedents of brand hate remains insufficient. The current study contributes to the brand hate literature by providing an understanding of the phenomenon of brand hate and by empirically examining the different antecedents responsible for causing the behavior. The study has also provided an additional determinant of brand hate, which is corporate social irresponsibility. The role of moderators for controlling brand hate is greatly ignored in the existing literature. The current work also extends previous studies by investigating a moderating factor for reducing brand hate, which is complaint handling.

Keywords

Citation

Abbasi, A.Z., Fayyaz, M.S., Ting, D.H., Munir, M., Bashir, S. and Zhang, C. (2023), "The moderating role of complaint handling on brand hate in the cancel culture", Asia-Pacific Journal of Business Administration, Vol. 15 No. 1, pp. 46-71. https://doi.org/10.1108/APJBA-06-2021-0246

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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