Macro-level antecedents of consumer brand hate

Kucuk, S. Umit

doi:10.1108/jcm-10-2017-2389

Cited by 74 publications

(126 citation statements)

References 60 publications

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“…In this context, antibranding sites are defined as hate sites as there is a linear relationship between consumer Brand Hate and antibranding actions focused on the targeted brand (Johnson et al, ; Kucuk, ; Park et al, ). Thus, in this study's context, all of the consumers who answered the survey on Facebook can be defined as “die‐hard brand haters” or be labeled as “true haters.”…”

Section: Methodsmentioning

confidence: 99%

“…Potential consumer antibranding hate sites were searched by using hate words such as "anti-," "hate," "evil," and so forth (e.g., "brand name + hate" or "anti + brand name") in Facebook. This kind of data collection process also generated robust and fruitful results in previous research (Kucuk, 2008(Kucuk, , 2010(Kucuk, , 2018. Each Brand Hate site was visited to make sure that they were unique and original consumer generated hate sites and not just "mirrors" of another site.…”

Section: Study-i: Hierarchical Brand Hate Constructmentioning

confidence: 98%

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Consumer Brand Hate: Steam rolling whatever I see

Kucuk

2018

Psychology and Marketing

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169

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This study aims to investigate negative consumer‐brand relationships by developing a “Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of the psychology and consumer behavior literatures. In Study‐I the Brand Hate concept was tested with two different types of consumer brand haters, true haters, and regular haters. The study found that in the study's proposed multidimensional Brand Hate hierarchy true haters display “Boiling Brand Hate” while regular haters reveal “Seething Brand Hate.” Two additional studies were developed to examine the relationship between consumer personality traits and Brand Hate, exploring which types of consumers are more prone to feel hatred toward targeted brands. Study‐II's findings revealed a relationship between consumers who are high in personality traits of “conscientiousness” and those who Brand Hate. Study‐III's findings indicated that “self‐confident” and “competitive” consumers might also be more prone to feel hatred toward those brands that perform poorly and unethically.

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Section: Methodsmentioning

confidence: 99%

Section: Study-i: Hierarchical Brand Hate Constructmentioning

confidence: 98%

Consumer Brand Hate: Steam rolling whatever I see

Kucuk

2018

Psychology and Marketing

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169

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“…In terms of the terminology adopted to explain the negative emotions, and in particular negative brand relationships, there is no clear consensus in the literature. Some researchers use the term brand hate to capture various negative emotions from simple "distancing" or "devaluation" of the brand to "frustration" and intense "anger" (Kucuk, 2018). Others argue that brand hate can take an active or passive form incorporating, on the one hand, anger, contempt, and disgust and, on the other, fear, disappointment, shame, and dehumanization of the brand (Zarantonello et al, 2016).…”

Section: Negative Brand Emotions and Behaviorsmentioning

confidence: 99%

Brand negativity: a relational perspective on anti-brand community participation

Dessart

Veloutsou

Morgan‐Thomas

2020

EJM

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Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design/methodology/approach An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. Findings The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. Research limitations/implications The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. Practical implications The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. Originality/value The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.

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“…One of the main reasons behind brand hate and of vindictive and/or avoidance behaviors is the perceived gap between consumers' expectations of brands and products and their actual performance. As a result, today's digitally empowered consumers' expectations lead to greater dissatisfaction and wrongdoing [46].…”

Section: Antecedents and Outcomes Of Brand Hate: A Brief Descriptionmentioning

confidence: 99%

“…An important example of psychological research indicates that narcissistic disorders and entitlement are the major consumer-related antecedents of brand hate. These researches underline the fact that people showing these personality features "are prone to get easily into conflict with others and hence potentially feel more hate than others" [46] (p. 49), also for consumption situations [51,[53][54][55][56].…”

Section: Antecedents and Outcomes Of Brand Hate: A Brief Descriptionmentioning

confidence: 99%

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

2020

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Brand hate can be defined as the consumer’s dissatisfaction with the product or service performance. The consumer’s hatred of the brand is related to the desire for revenge and avoidance. This kind of emotion does not remain only a desire; it is often transformed into real actions that lead to consumer behavior. Although the analysis of the literature provides useful insights and interesting suggestions about the phenomenon of brand hate, to date, very few studies and scales that are capable of measuring this phenomenon have been developed, especially in the Italian context. The present work investigated the psychometric properties of an Italian adaptation of the BHSs (N = 422) with the aim of verifying the same factor structure found in the original German version. Results confirmed a one-factor structure (first order, 6 items). Moreover, the scale was found to be invariant across gender. This suggests that companies must first have adequate systems and mechanisms in place to understand the reasons that drive consumers to hate the brand and implement recovery strategies to address this hatred. The achievement of sustainability or failure to do so can add to or detract from a brand’s value in the marketplace.

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Macro-level antecedents of consumer brand hate

Cited by 74 publications

References 60 publications

Consumer Brand Hate: Steam rolling whatever I see

Consumer Brand Hate: Steam rolling whatever I see

Brand negativity: a relational perspective on anti-brand community participation

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

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