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1 – 10 of over 2000
Article
Publication date: 11 April 2022

Mudassir Husnain, Fauzia Syed, Khalid Hussain, Qingyu Zhang, Muhammad Usman and Muzhar Javed

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain…

Abstract

Purpose

Brand hate as a distinct phenomenon of consumer negativity has attracted considerable research attention in recent years. However, scant attention has been paid to explain the underlying mechanism of brand hate. Therefore, the present study aims to unveil how brand hate stirs in embarrassing situations and what repercussions it ignites that deteriorate the consumer–brand relationship.

Design/methodology/approach

The present study follows a mixed-method research design by conducting in-depth interviews with 16 consumers and then collecting three waves of time-lagged data from 217 respondents of two different countries. The reliability and validity have been established through confirmatory factor analysis, and hypotheses were analyzed using structural equation modeling and moderated-mediated models.

Findings

The results of both qualitative and quantitative investigations reveal that brand embarrassment instigates brand hate, and brand hate leads to brand detachment. Brand hate also mediates the relationship between brand embarrassment and brand detachment. Consumer vanity enhances the strength of brand embarrassment's effects on brand hate. This relationship further depicts the moderated mediation pattern as consumers with high vanity traits express extreme emotions of hate and detachment from the embarrassing brands. In addition, the findings demonstrate that the moderating role of consumer vanity is more pronounced among young consumers.

Originality/value

The study marks an initial attempt to explain the whole process of brand hate by incorporating brand embarrassment, brand detachment, consumer vanity and age in an integrated moderated mediation model. The study enhances brand managers' understanding of the severity of the consequences of embarrassing situations and devising preventive strategies.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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…

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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 25 March 2022

Arquimedes Martins Gois, Luiz Rodrigo Cunha Moura, Cid Gonçalves Filho and Flavia Braga Chinelato

Despite the growing competition between higher education institutions and the empirical evidence that the brand is a relevant determinant of consumer preference, research…

Abstract

Purpose

Despite the growing competition between higher education institutions and the empirical evidence that the brand is a relevant determinant of consumer preference, research studies on negative consumer–brand relationships (CBRs) are still scarce. Thus, this research intends to fill this gap, determining the antecedents of brand hate in educational institutions and identifying gender differences regarding the determinants of brand hate.

Design/methodology/approach

A survey was carried out with 450 current students from higher education institutions. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM) in SmartPLS3.

Findings

According to the results, previous negative experiences are the most significant driver of brand hate, with higher emphasis on male students. In this sense, investment in customer experience management (CXM) consists of a relevant strategy for higher education institutions. It was also observed that female students develop hate for ideological incongruity (ethical/moral behavior) and symbolic incongruence (lack of brand identity), revealing unprecedented facets of the phenomenon.

Originality/value

This research extends the studies’ negative CBRs to educational institutions. It explores gender differences related to brand hate; a topic not explored before, but that enables a targeted approach of brand strategies. Finally, it provides managerial implications allowing the strategy to reduce negative CBRs and their consequences in educational institutions.

Details

Journal of Applied Research in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-7003

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…

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: 29 July 2021

Isha Sharma, Kokil Jain and Ritu Gupta

Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in…

Abstract

Purpose

Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the interplay of other social relationship factors that can strengthen the effect of brand hate on negative eWOM. The purpose of this study is to integrate the emerging concept of brand hate and perceived social media power with the theory of planned behavior (TPB) to expand the understanding of negative eWOM.

Design/methodology/approach

Data is collected through a survey conducted among university students based in the National Capital Region of Delhi in India. The research model is empirically tested using structural equation modeling in AMOSv23.

Findings

The three TPB dimensions, including brand attitude, subjective norms and individual’s propensity to anthropomorphize, are found to influence brand to hate significantly. The other perceived control factors included in the model, perceived homophily and social media self-efficacy, were found to affect perceived social media power, which, in turn, is crucial in predicting consumers’ engagement in negative eWOM behavior, both directly and through interaction with brand hate.

Originality/value

The study contributes to brand hate literature and offers a novel perspective by advocating the role of consumers’ propensity to anthropomorphize in augmenting feelings of brand hate.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 7 April 2021

Muhammad Kashif, Tulay Korkmaz Devrani, Aisha Rehman and Sarminah Samad

There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is…

Abstract

Purpose

There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.

Design/methodology/approach

The study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.

Findings

All the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.

Practical implications

The luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.

Originality/value

The study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1361-2026

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…

1193

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: 22 December 2020

Oula Bayarassou, Imene Becheur and Pierre Valette-Florence

This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…

Abstract

Purpose

This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes.

Design/methodology/approach

Data are collected from an online survey of a French representative consumer panel where participants were asked to cite a particular brand they hate, and then assess the different constructs tested in the model. Partial least squares structural equation modeling was used for data analysis.

Findings

The study sheds light on the possible mediators and moderators of brand hate. Particularly, brand betrayal is hypothesized as a mediator between fallacious character of the brand and brand hate. Moreover, the study assesses the impact of narcissism on the relationship between brand hate and desire for avoidance and revenge. Findings show that active brand hate leads to a desire for revenge, whereas passive brand hate positively influences desire for avoidance. Finally, the current research suggests that consumer narcissism fuels desire for revenge on the brand.

Originality/value

To the authors’ knowledge, this study is the first to integrate brand personality (the fallacious character of the brand) and consumer personality (narcissism). The study describes the mechanism through which brand transgressions activate two response routes to brand hate associated with the desires for revenge and avoidance.

Details

Journal of Product & Brand Management, vol. 30 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 26 November 2020

Omar S. Itani

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes…

1137

Abstract

Purpose

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism.

Design/methodology/approach

The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop relationships. The data comprises a web-based survey of customers in the USA and was analyzed using structural equation modeling.

Findings

Customer brand identification and peer identification are drivers of value co-creation among customers, which leads to favorable outcomes at the customer and brand levels. Customer brand identification drives customers to hate competing brands, which, in turn, motivates customers to exert social influence in favor of their brand and to hold additional repurchase intentions. Customer brand identification and peer identification play different roles in motivating customers to co-create value with their fellows and drive customers to feel hatred toward competing brands contingent on customer individualism.

Research limitations/implications

Customer brand identification and peer identification play different roles in engaging customers in value co-creation with their peers and competing brands have with their rivals. Individualism self-construal holds a dual role when interacting with customer identification. The study fills multiple gaps in the literature by examining additional effects of customer brand identification and peer identification and exploring a relatively new dimension of the value co-creation process, as well as the role of customers in the competition between brands.

Practical implications

Brands need to view customers who identify with them as socially active customers capable of participating in value co-creation with other customers and engaging in the rivalry faced by the brands. Moreover, brands are required to build and nurture relationships that are based on social identification to encourage customer brand identification and peer identification which results in favorable customer and business outcomes.

Originality/value

This study examines the effects of two forms of customer identification on value co-creation between customers and competitor brand hate. In addition, it identifies the dual moderating role of customer individualism on the effects of both social identification forms. The study fills multiple gaps in the literature by understanding new aspects of customer identification, value co-creation and brand hate.

Open Access
Article
Publication date: 4 September 2020

Olavo Pinto and Amélia Brandão

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication…

3396

Abstract

Purpose

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

Design/methodology/approach

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Findings

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Research limitations/implications

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Practical implications

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

Originality/value

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

Details

European Journal of Management and Business Economics, vol. 30 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

1 – 10 of over 2000