Developing a theory of brand hate: Where are we now?

Kucuk, S. Umit

doi:10.1002/jsc.2385

Cited by 38 publications

(53 citation statements)

References 26 publications

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“…Brand hate has been documented as a crucial predictor for negative WOM (Hegner et al, 2017b;Zarantonello et al, 2016;Kucuk, 2016Kucuk, , 2018Kucuk, , 2019bKucuk, , 2021Fetscherin, 2019;Curina et al, 2020;Author). This negative WOM behavior is consumers' manifestation of their negative emotions against the brand, intending to seek revenge (Gre ´goire et al, 2009) and hurt the brand (Fetscherin, 2019).…”

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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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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“…However, just as consumers can develop deep positive connections with a brand, leading to loyalty and even feelings of brand love, brands can invoke feelings that are opposite in valence but comparable in-depth, personal meaning and behavioral consequences (Fetscherin, 2019; Zarantonello et al , 2018; Kucuk, 2021). Consumers are also able to manifest these negative feelings into the creation or connection to communities that are dedicated to brand criticism and/or anti-brand activism (Hollenbeck and Zinkhan, 2010; Kaynak and Ekşi, 2014).…”

Section: Brand Hate and Anti-branding Onlinementioning

confidence: 99%

“…There is evidence that strong brands can be immune to the long-term negative effects of anti-branding (Awasthi et al , 2012) and online criticism can provide opportunities for brands to improve and evolve (Osuna Ramírez et al , 2019). However, the transmission of negative brand-relevant content adds significant complexity to the management of marketing activities within a dynamic social media context (Pfeffer et al , 2014; Arli and Dietrich, 2017; Dwivedi et al , 2020; Kucuk, 2021). This study posits negative transmission as a specific and comparatively less explored, form of anti-branding.…”

Section: Brand Hate and Anti-branding Onlinementioning

confidence: 99%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research. Findings The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons. Originality/value Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

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“…Despite the increasing attention from academia and industry, the literature on BH remains highly sporadic. Multiple BH conceptualizations, constructs and models have led to conceptual confusion (Kucuk, 2021). Moreover, the absence of a comprehensive review of the topic also kept the needed clarifications away.…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, the absence of a comprehensive review of the topic also kept the needed clarifications away. Recently, we witnessed two review articles by Kucuk (2021) and Yadav and Chakrabarti (2022) that made major contributions to this goal. However, these publications were limited in scope because they mostly discussed the factors and results of BH besides characterizing its emotional makeup.…”

Section: Introductionmentioning

confidence: 99%

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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Developing a theory of brand hate: Where are we now?

Cited by 38 publications

References 26 publications

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

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

Transmission of negative brand-relevant content on social media

Brand hate: a literature review and future research agenda

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