Hate Does Not Have to Hurt: The Influence of Hate-Acknowledging Advertising on Positive Word of Mouth (An Extended Abstract)

Monahan, Lisa; Espinosa, Jennifer A.; Ortinau, David J.

doi:10.1007/978-3-319-45596-9_88

Cited by 7 publications

(13 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Logos are associated with familiarity, identity, meaning, and likeability (Pimentel andHeckler 2003 in Sharma, Varki, 2017), and are responsible for cognitive and affective coding processes in linking the somatic markers to the brand (Sharma, Varki, 2017). Starting from the concept of polarizing brands (Monahan, Espinosa, Ortinau, 2017), Apple can be considered a brand that is either hated or loved.…”

Section: Introductionsupporting

confidence: 44%

Recall and Recognition on Minimalism. A Replication of the Case Study on the Apple Logo

Iancu¹,

Iancu²

2017

KOME

View full text Add to dashboard Cite

Abstract:The present research aims to better understand the impact of brand exposure and brand perception on logo recall and recognition. Building off of prior work that has examined surprising impairments in visual memory for the Apple logo (Blake, Nazarian and Castel, 2015), a comparative analysis is developed by comparing computer science and social science becoming specialists. The Apple logo is used as a case study due to its minimalism. The data reveal that only a small amount of the subjects can recall and recognize the Apple logo correctly. The recognition phase, in comparison with the recalling one, seems to be an easier task for the subjects. However, although the stylized features of the logo are often overlooked, each subject manages to recognize a large amount of details of the logo. Contrary to expectations, regardless of being a man or a woman, owning an Apple device, or developing a very positive emotional attachment to the brand are not significant variables that can determine a higher level of recall and recognition. Nevertheless, having a strong background in the technological domain can increase the probability of paying much attention to the details of a technical brand.

show abstract

Section: Introductionsupporting

confidence: 44%

Recall and Recognition on Minimalism. A Replication of the Case Study on the Apple Logo

Iancu¹,

Iancu²

2017

KOME

View full text Add to dashboard Cite

show abstract

“…The support of brand polarization in practice is expected to go over and above an attempt to generate positive WoM, as some previous research also implies (Monahan et al, 2017).…”

Section: Brand Polarization As a Focus Enabling Mechanism For The Bramentioning

confidence: 90%

“…Although most research focuses on the effects of consumer-brand relationships on brands, having strong relationships of a positive or negative nature is also good for consumers because it promotes their self-signalling (Alvarez & Fournier, 2016), increases self-esteem (Trudeau & Shobeiri, 2016), provides a sense of self-worth (Fournier, 1998) and allows them to selfexpress (Fournier, 1998;Trudeau & Shobeiri, 2016). Past research tends to suggest that brands should try to develop strong and positive relationships with their consumers (Veloutsou, 2015) and only a few studies have drawn attention to the fact that negativity managerial tasks, including segmentation, differentiation and positioning (Luo et al, 2013a;2013b) and in the planning and implementation of the communications strategy (Monahan, 2017;Monahan et al, 2017). A brand's polarizing nature could be also used to strengthen the bonds with its loyal passionate followers (Luo et al, 2013a).…”

Section: Introductionmentioning

confidence: 99%

“…Polarizing brands seem to have specific characteristics that could be of benefit for the companies behind them. Research suggests that such brands might be a resource in various managerial tasks, including segmentation, differentiation and positioning (Luo et al , 2013a, 2013b) and in the planning and implementation of the communications strategy (Monahan, 2017; Monahan et al , 2017). A brand’s polarizing nature could be also used to strengthen the bonds with its loyal passionate followers (Luo et al , 2013a).…”

Section: Introductionmentioning

confidence: 99%

“…Although important and applicable to the marketing and branding strategies, the concept of brand polarization is notoriously under-researched and its consequences are largely unknown. The academic research on the topic is scant and the existing academic literature has primarily focused and analyzed the concept of polarizing brands (Luo et al , 2013a, 2013b; Jayasimha and Billore, 2015; Monahan, 2017; Monahan et al , 2017), or polarizing products (Rozenkrants et al, 2017). Polarizing products are seen as “ products that some people like a great deal and other people dislike a great deal ” (Rozenkrants et al , 2017, p. 759) and operationalized as products with “ bimodal rating distributions ” (Rozenkrants et al , 2017, p. 759).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management

Ramírez

Veloutsou

Morgan‐Thomas

2019

JPBM

View full text Add to dashboard Cite

Purpose Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand polarization phenomenon and reports exploratory findings on the benefits of consumers’ negativity towards brands in the context of brand polarization. Design/methodology/approach To develop a conception of brand polarization, the paper builds on research on polarizing brands and extends it by integrating insights from systematic literature reviews in three bodies of literature: scholarship on brand rivalry and, separately, polarization in political science and social psychology. Using qualitative data from 22 semi-structured interviews, the paper explores possible advantages of brand polarization. Findings This paper defines the brand polarization phenomenon and identifies multiple perspectives on brand polarization. Specifically, the findings highlight three distinct parties that can benefit from brand polarization: the polarizing brand as an independent entity; the brand team behind the polarizing brand; and the passionate consumers involved with the polarizing brand. The data reveal specific advantages of brand polarization associated with the three parties involved. Practical implications Managers of brands with a polarizing nature could benefit from having identified a group of lovers and a group of haters, as this could allow them to improve their focus when developing and implementing the brands’ strategies. Originality/value This exploratory study is the first explicitly focusing on the brand polarization phenomenon and approaches negativity towards brands as a potential opportunity.

show abstract

The bright side of emotional extremity: Evidence from tipping in live streaming platform

Chen

Ji²,

Jiang³

et al. 2023

Information & Management

View full text Add to dashboard Cite

Hate Does Not Have to Hurt: The Influence of Hate-Acknowledging Advertising on Positive Word of Mouth (An Extended Abstract)

Cited by 7 publications

References 0 publications

Recall and Recognition on Minimalism. A Replication of the Case Study on the Apple Logo

Recall and Recognition on Minimalism. A Replication of the Case Study on the Apple Logo

I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management

The bright side of emotional extremity: Evidence from tipping in live streaming platform

Contact Info

Product

Resources

About