Brand bullying: from stressing to expressing

Abstract

Purpose

This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are actively experiencing brand bullying. Potential impacts of brand bullying experience on adult consumption behaviors are also investigated.

Design/methodology/approach

This paper provides a literature review of brand bullying and uses two qualitative analyses with adolescent and adult consumers through face-to-face interviews.

Findings

Study-1 found five different styles of brand bullying behavior with adolescents. Study-2’s findings revealed four distinct styles of brand bullying coping behaviors in adulthood. Study-2 also found that brand-bullying’s negative effects could continue after the bullying process is long over and has the potential to cause consumer brand hate (in the form of brand avoidance and disgust) and can cause conspicuous consumption patterns in adulthood in the future. The study further reports that neither the economically unfortunate nor the wealthy are immune to brand bullying.

Originality/value

This is the first study to investigate the brand bullying concept and its expression among adolescents, as well as its impact on adult consumption behaviors. The study is among the first to report the negative impact of brand bullying on adult consumer behaviors and consumption patterns in adulthood from a consumer psychology perspective.

Citation

Kucuk, S.U. and Aledin, S.A. (2022), "Brand bullying: from stressing to expressing", Qualitative Market Research, Vol. 25 No. 1, pp. 60-79. https://doi.org/10.1108/QMR-02-2021-0018