Consumer - brand relationship: A brand hate perspective

Sharma, Apurv; Bose, Sunny; Singh, Gaganpreet

doi:10.1016/j.jbusres.2022.02.065

Cited by 46 publications

(34 citation statements)

References 85 publications

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“…The following graph provides several concept linkages that show the types of injustice that cause negativity toward the brand. The concept linkage model shows that distributional injustice causes consumer disappointment or a negative brand experience, which are antecedents of brand love (Roy et al, 2022;Zarantonello et al, 2016Zarantonello et al, , 2018 (Figure 2).…”

Section: Resultsmentioning

confidence: 99%

Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

Ahmad

Guzmán

2023

JPBM

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Purpose Negative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is unknown. This study aims to investigate the effect and cause of different forms of injustice on brand love. It also explores which type of responses are more effective to mitigate their damaging effect. Design/methodology/approach One text mining, using SAS enterprise miner, and three experimental studies were conducted. ANOVA and mediation and moderation analyses were conducted to test the hypotheses. Findings Negative reviews specific to procedural injustice are more damaging than reviews specific to distributive or interactional injustice experienced in a service encounter. The underlying reason behind this differential effect is that perceived procedural injustice influences consumers more to punish the brand, resulting in a greater negative effect on brand love. To counter the damage, a sympathetic, rather than empathetic, brand response is more effective. Originality/value This study contributes to justice theory and brand love literature by providing evidence that procedural injustice triggers the highest level of willingness to punish and thus the lowest level of brand love. Consequently, willingness to punish, rather than emotion, is found to be the underlying reason behind procedural injustice having the strongest negative effect on brand love.

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Section: Resultsmentioning

confidence: 99%

Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

Ahmad

Guzmán

2023

JPBM

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“…Although an increasing number of empirical studies examine the theoretical and practical implications of customer behavior, fewer academic efforts have been dedicated to brand hate. This point has become a potential area of study in the literature (Zarantonello et al , 2016), as brand hate research is still in its fledgling stage (Roy et al , 2022). The specific conditions under which customers with a feeling of hate toward brands would deliver/spread nWOM and their resultant negative behaviors remain unclear.…”

Section: Discussionmentioning

confidence: 99%

“…The mediating effects of negative word-of-mouth and protest behavior Brand hate represents the desire for revenge and avoidance (Gr egoire et al, 2009). The role of brand hate, thought of as a precursor to either direct or indirect brand avoidance, has received increasing attention in recent years (Hegner et al, 2017;Roy et al, 2022). Brand hatred has been linked to activities such as expressing unpleasant feelings, refusal or causing damage to a company's image or property.…”

Section: 4mentioning

confidence: 99%

“…A comprehensive review of the literature reveals that most of these efforts are either qualitative in nature (Bryson et al , 2021) or contribute to the exploration of the precursors driving brand hate (Islam et al , 2019). Within the limited quantitative research regarding its outcomes, the main concerns are whether brand hate will be translated directly into anti-brand consumption behavior (Bayarassou et al , 2020; Fetscherin, 2019), in particular brand avoidance (Kavaliauskė and Simanavičiūtė, 2015) and brand switching (Roy et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

“…A literature review reveals that negative word-of-mouth (WOM) (nWOM hereinafter) is most likely potential consequence of brand hate (Hegner et al , 2017; Roy et al , 2022). Verbal descriptions of negative emotions may drive passive/active avoidance (Tuzovic, 2010) or brand switching behavior (Lang and Hyde, 2013).…”

Section: Introductionmentioning

confidence: 99%

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The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

Rahimah

Dang

Nguyen

et al. 2022

JPBM

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Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies. Design/methodology/approach Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square. Findings This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively. Originality/value The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

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Gen Z's personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors

McKee,

Dahl,

Peltier

2023

J of Consumer Behaviour

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Employing privacy calculus theory, we examine why Gen Z consumers increasingly adopt ad blockers, use private browsers, or take other measures to limit data tracking. Specifically, we evaluate consumer behaviors related to personalized and non‐personalized digital marketing in light of two personalization paradoxes: privacy–benefits and avoidance–annoyance. Using structural equation modeling on a sample of 414 Gen Z consumers, our findings show that both the privacy–benefits paradox and avoidance–annoyance paradox strongly influence consumers' intentions to avoid brands that fail to personalize marketing efforts. We also explore the interaction effects of the two digital personalization tensions, showing that tradeoffs exist between the utilization of these two paradoxes. Our findings underscore key implications for marketers investing in personalized marketing efforts to enhance consumer–brand relationships.

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Consumer - brand relationship: A brand hate perspective

Cited by 46 publications

References 85 publications

Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters

The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

Gen Z's personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors

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