Macro-level antecedents of consumer brand hate
ISSN: 0736-3761
Article publication date: 9 November 2018
Issue publication date: 22 November 2018
Abstract
Purpose
This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities.
Design/methodology/approach
The reasons for the existence of anti-brand websites and how they operate in dynamically changing digital platforms are discussed with a literature review and data analysis.
Findings
The findings of this study reveal that there is a direct link between consumer dissatisfaction and brand hate, and that there is a partially mediating impact by customer dissatisfaction and corporate social responsibility on consumer brand hate.
Originality/value
This study is the first-of-its-kind investigation of the relationships that might exist among corporate social responsibility, consumer complaints and dissatisfaction, consumer anti-branding and brand hate with macro-level indicators. The study is the first of its kind to test macro-level brand hate measures with a set of longitudinal analyses.
Keywords
Acknowledgements
Parts of this paper was presented at the Fourth International Consumer Brand Relationships conference and received the conference’s “Best Paper” award. The author appreciates conference attendees’ views and Zeynep Gurhan-Canli’s comments on earlier drafts and the support of Robert Jacobson and Ibrahim Turkoz during data analysis.
Citation
Kucuk, S.U. (2018), "Macro-level antecedents of consumer brand hate", Journal of Consumer Marketing, Vol. 35 No. 5, pp. 555-564. https://doi.org/10.1108/JCM-10-2017-2389
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited