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1 – 10 of 235
Article
Publication date: 24 August 2021

Ashleigh Powell, Constantino Stavros and Angela Dobele

Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this…

Abstract

Purpose

Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media.

Design/methodology/approach

A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research.

Findings

The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons.

Originality/value

Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

Details

Journal of Product & Brand Management, vol. 31 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 November 2018

S. Umit Kucuk

This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities.

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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.

Details

Journal of Consumer Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 June 2020

Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas

This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in…

2051

Abstract

Purpose

This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities.

Design/methodology/approach

An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study.

Findings

The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation.

Research limitations/implications

The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities.

Practical implications

The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process.

Originality/value

The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 January 2022

Amélia Brandão and Paolo Popoli

This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory…

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Abstract

Purpose

This paper aims to provide a better understanding of negative consumer–brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands.

Design/methodology/approach

This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators.

Findings

The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner.

Research limitations/implications

Although this research provides some initial insights into negative consumer–brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer–brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable.

Practical implications

Understanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management.

Originality/value

This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.

Article
Publication date: 1 July 2006

Mark J. Kay

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

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Abstract

Purpose

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

Design/methodology/approach

This paper examines the literature on “strong brands” and the experience of several established brands.

Findings

The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of bringing about strong brands, yet these can be difficult to apply, particularly to corporate brands.

Originality/value

A new perspective of the social co‐production of brands as meaningful representations, each with its own logic, is proposed as a managerially useful framework to research and frame brand development tasks. Given the development of anti‐branding attacks, managers need to pay close attention to the new risks of managing corporate brands, and how they tie brands to their corporate social responsibility practices.

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 January 2021

Laurence Dessart and Bernard Cova

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion…

Abstract

Purpose

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars.

Design/methodology/approach

The authors’ study of the “I Hate Apple” group on Facebook is grounded in a six-year long naturalistic enquiry designed to capture the boundary work performed by its members. The authors’ sources include netnographic data, online focus groups, observations and personal online correspondence with members and moderators.

Findings

This study’s findings reveal that certain brands serve the identity work of consumers by allowing them in erecting boundaries based on three major sources of repulsion: anti-fandom, anti-hegemony and anti-marketing. They show that for each type of boundary work, corporate and product brand repulsion seems prevalent.

Research limitations/implications

This research limits itself to considering the types of boundary work related to brand repulsion as regards a single brand: Apple.

Practical implications

The study can help managers identify the types(s) of boundary work related to their brand and it provides practical recommendations for these various sources of brand repulsion. It also helps them distinguish between consumer brand repulsion directed against their product and their corporation.

Originality/value

This study advances knowledge in the field of brand rejection by exploring a specific nuance: brand repulsion. Its close examination of consumer collective practices offers a deeper understanding of the ins and outs of the paradoxical phenomenon of repulsion/attraction for a brand. The cultural lens is used as an original approach to this under-investigated nuance of brand rejection.

Details

European Journal of Marketing, vol. 55 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 23 December 2022

Shoaib M. Farooq Padela, Ben Wooliscroft and Alexandra Ganglmair-Wooliscroft

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

Abstract

Purpose

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.

Design/methodology/approach

A conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.

Findings

The conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.

Research limitations/implications

This paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.

Practical implications

This conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.

Originality/value

This research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

Article
Publication date: 11 March 2022

Amir Zaib Abbasi, Muhammad Shahzeb Fayyaz, Ding Hooi Ting, Maira Munir, Shahid Bashir and Chun Zhang

This study investigates the moderating role of complaint handling between ideological incompatibility, symbolic incongruity, negative past experience and corporate social…

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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.

Details

Asia-Pacific Journal of Business Administration, vol. 15 no. 1
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 23 November 2020

Clarinda Rodrigues, Amélia Brandão and Paula Rodrigues

This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It…

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Abstract

Purpose

This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.

Design/methodology/approach

The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.

Findings

The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.

Originality/value

This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 July 2022

Rahila Aziz and Zillur Rahman

A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent…

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Abstract

Purpose

A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH, fostering its growth. This paper aims to fill this theoretical gap by bringing together the field of BH and delineating opportunities for further research.

Design/methodology/approach

A systematic literature review was conducted for a period of about two decades, from 1998 to August 2021. The authors included the English articles published in peer-reviewed academic journals with full texts relevant to this study, leading to a usable sample of 55 articles.

Findings

The authors’ findings reveal that the literature has inadequately distinguished BH as emotion and relationship, while the theoretical domain used to explore BH remains largely dominated by the psychology literature. Furthermore, BH research has primarily focused on services, with little distinction made between hatred across product and service context, with most studies set in developed countries. The authors further identify the need to investigate boundary conditions influencing BH and develop a more robust measure of BH to capture its dynamic facet.

Research limitations/implications

By presenting a comprehensive and up-to-date overview of the research in BH and highlighting the future research avenues, this study is believed to spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH.

Practical implications

Analysis of determinants and antecedents of BH provide managers an opportunity to nip the evil in the bud by preventing such situations that may lead to BH. Furthermore, insights into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships.

Originality/value

This study provides a thorough analysis of the current state of BH research in one place and draws a road map for scholars to further the research in this area.

Details

European Journal of Marketing, vol. 56 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of 235