Antecedents of luxury brand hate: A quantitative study

Bryson, Douglas; Atwal, Glyn; Hultén, Peter; Heine, Klaus

doi:10.1002/jsc.2387

Cited by 26 publications

(39 citation statements)

References 68 publications

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“…The second most widely used measure of BH was given by Zarantonello et al (2016) and has been adopted by several authors like Jain and Sharma (2019), Sarkar et al (2020), Bayarassou et al (2020) and Bryson et al (2021). Zarantonello et al (2016) are the first to empirically test the multidimensionality of BH with various negative emotions.…”

Section: Methodology (M)mentioning

confidence: 99%

“…The subcategory of “negative past experience” (Hegner et al , 2017; Zarantonello et al , 2018; Rodrigues et al , 2020), as mentioned in the Table 4, encapsulates consumer dissatisfaction (Bryson et al , 2013), violation of expectations (Zarantonello et al , 2016), product and service failure related complaints (Kucuk, 2018), service failure severity, product or service failure (Jain and Sharma, 2019; Sarkar et al , 2021), functional incongruence (Islam et al , 2019), experience-related cognitions (Zhang and Laroche, 2020), service quality (Farhat and Chaney, 2020) and COO (Bryson et al , 2013, 2021), which have been clubbed due to similarity of nature. Similarly, “ideological incongruence” (Hegner et al , 2017; Rodrigues et al , 2020), on the other hand, represents perceived moral violation (Romani et al , 2015), corporate wrongdoings (Zarantonello et al , 2016, 2018), ideological incompatibility, corporate social responsibility (Kucuk, 2018), irresponsible behavior (Bryson and Atwal, 2019), placing corporate profits above consumer welfare (Kucuk, 2020), brand-related cognitions (Zhang and Laroche, 2020), corporate social performance, the fallacious character of the brand (Bayarassou et al , 2020) and use of negative or racial stereotypes in advertising (Pantano, 2021).…”

Section: Synthesis and Findingsmentioning

confidence: 99%

“…Alba and Lutz (2013), Atwal et al (2020); Bayarassou et al (2020), Bryson et al (2013); Bryson et al (2021); Bryson and Atwal (2019); Curina et al (2020), Curina et al (2021); Dawood and Kashif (2021), Farhat and Chaney (2020); Fetscherin (2019), Hegner et al (2017); Islam et al (2019), Itani (2020); Jain and Sharma (2019), Japutra et al (2021); Johnson et al (2011), Kashif et al (2021); Krishnamurthy and Kucuk (2009); Kucuk (2008, 2010, 2018, 2019b, 2020, 2021); Palusuk et al (2019), Pantano (2021); Ramirez et al (2019), Rodrigues et al (2020); Romani et al (2015), Sarkar et al (2020); Sarkar et al (2021), Shuv-Ami et al (2020); Zarantonello et al (2016, 2018); Zhang and Laroche (2020).…”

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confidence: 99%

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Brand hate: a literature review and future research agenda

Aziz

Rahman

2022

EJM

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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.

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Section: Methodology (M)mentioning

confidence: 99%

Section: Synthesis and Findingsmentioning

confidence: 99%

mentioning

confidence: 99%

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Brand hate: a literature review and future research agenda

Aziz

Rahman

2022

EJM

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“…Brand hate has been discussed as a significant predictor of negative eWOM in extant literature (Kucuk, 2008a(Kucuk, , 2008b(Kucuk, , 2010(Kucuk, , 2016(Kucuk, , 2018(Kucuk, , 2019a(Kucuk, , 2019bZarantonello et al, 2016;Hegner et al, 2017b;Fetscherin, 2019;Zhang and Laroche, 2020;Bayarassou et al, 2020;Rodrigues et al, 2020;Farhat and Chaney, 2020;Curina et al, 2020;Pantano, 2021;Bryson et al, 2021). However, not all consumers may likely show an equal propensity to engage in negative eWOM behavior despite their hate or dislike for the brand.…”

Section: Social Media and Electronic Word-of-mouthmentioning

confidence: 99%

“…Similarly, extant studies have focused on exploring the various antecedents and outcomes of brand hate (Hegner et al, 2017b;Kucuk, 2018Kucuk, , 2019aKucuk, , 2019bFetscherin, 2019;Bayarassou et al, 2020) in varied contexts that are specific to a brand (Rodrigues et al, 2020) or industry sector (Farhat and Chaney, 2020;Curina et al, 2020;Pantano, 2021;Bryson, et al, 2021).…”

Section: Brand Hatementioning

confidence: 99%

The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM

Sharma

Jain

Gupta³

2021

JABS

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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.

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Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

Mushtaq,

Hamzah,

Ghazali

2024

J of Consumer Behaviour

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This study addresses a critical gap in the literature on the consumer–brand relationship by focusing on the under‐investigated concept of attitudinal and behavioural brand hate. This study goes beyond such common determinants as negative experiences and unfair pricing, introducing employee incivility and service quality as overlooked, but significant, antecedents. Employing structural equation modelling, a sample of 593 participants from the airline and restaurant industries was examined. The findings reveal that brand hate significantly impacts brand opposition and emotional forgiveness. Importantly, consumer resilience moderates these relationships, mitigating the negative effects of brand hate. Moreover, the study finds industry‐specific variations in the triggers and outcomes of brand hate, suggesting the need for tailored managerial strategies. The study extends the consumer–brand relationship literature by highlighting new research avenues and making significant contributions. Theoretically, it validates affective event theory and personality characteristics' role in buffering brand hate. In addition, this study carries implications for policymakers and managers to understand the multifaceted nature of brand hate, develop effective strategies to mitigate the negative effects of service failures and build stronger consumer–brand relationships. Furthermore, these insights facilitate the creation of tailored approaches that consider industry‐specific characteristics, thus helping to prevent the harmful impact of brand hate.

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Antecedents of luxury brand hate: A quantitative study

Cited by 26 publications

References 68 publications

Brand hate: a literature review and future research agenda

Brand hate: a literature review and future research agenda

The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM

Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

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