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The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.

This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate.

Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator.

Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

El objetivo de este trabajo es explorar en detalle el concepto de odio a la marca, que es la emoción negativa extrema hacia las marcas, dando una explicación completa sobre cómo evoluciona el odio a la marca en los consumidores. Más específicamente, en este estudio se evalúan empíricamente los antecedentes de odio a la marca.

Este estudio utilizó datos primarios de 250 consumidores de marcas de comida rápida en Pakistán. El análisis de regresión múltiple en SPSS se utiliza para probar las hipótesis relacionadas con los antecedentes del odio a la marca.

Los resultados indican que el odio a la marca viene motivado por cinco antecedentes que son una experiencia pasada negativa, la incongruencia simbólica, la mala calidad de la relación, la incompatibilidad ideológica y el rumor negativo, siendo el rumor el mayor antecedente.

En este estudio se evalúan teórica y empíricamente los antecedentes del odio a la marca, lo que ayuda a comprender la verdadera forma de odio a la marca. Más específicamente, la mala calidad de la relación y el rumor se presentan como los antecedentes del odio a la marca de acuerdo con las recomendaciones de la teoría del odio.

Odio a la marca, gestión de marca, relación con el cliente

Trabajo de investigación

Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data.

A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017.

The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented.

This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research.

Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool.

Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.

The purpose is to explore consumer acceptance of the doggy bag as an intervention to promote sustainable food consumption. In particular, it explores consumer attitudes towards taking home the leftover food from eating out at restaurants as a way of sustainable consumption.

A consumer survey to explore consumer attitudes, followed by an investigation of the media communications that promote the doggy bag as a tool to reduce food wastage.

Strategic communication was employed in an inclusive approach to increase the impact of the doggy bag on consumer behaviour. Consumers show a positive inclination towards using the doggy bag to take home the leftovers of their restaurant meals and reduce food wastage. Cultural biases can cause hurdles in the acceptance of the tool.

To the best of the author's knowledge, this is the first study to approach the behavioural analysis of leftover food takeout interventions studied from the consumer perspective. Furthermore, it is based on a novel approach of experimental methods at ready-to-eat food outlets for communicating with consumers.