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Determinants and outcomes of brand hate

The journal of product & brand management, 2017-01, Vol.26 (1), p.13-25 [Peer Reviewed Journal]

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Title:
Determinants and outcomes of brand hate
Author: Hegner, Sabrina M ; Fetscherin, Marc ; van Delzen, Marianne
Subjects: Brand image ; Brands ; Consumer behavior ; Consumers ; Emotions ; Hate ; Marketing ; Personality traits ; Psychology ; Studies ; Taxonomy
Is Part Of: The journal of product & brand management, 2017-01, Vol.26 (1), p.13-25
Description: Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling. Findings Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation). Originality/value This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.
Publisher: Santa Barbara: Emerald Publishing Limited
Language: English
Identifier: ISSN: 1061-0421
EISSN: 2054-1643
DOI: 10.1108/JPBM-01-2016-1070
Source: AUTh Library subscriptions: ProQuest Central

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