Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands

Bryson, Douglas; Atwal, Glyn; Hultén, Peter

doi:10.1108/qmr-06-2013-0043

Cited by 143 publications

(172 citation statements)

References 46 publications

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“…Previous studies associated the Brand Hate concept with antibrand activism (Krishnamurthy & Kucuk, ; Kucuk, , ), consumer desire for revenge (Bryson, Atwal, & Hultén, ; Grégoire et al, ; Grégoire, Laufer, & Tripp, ; Johnson, Matear, & Thompson, ), shame (Johnson et al, ), brand disgust (Alba & Lutz, ), extreme form of brand dislike (Kucuk, ; Romani, Grappi, & Dalli, ), contempt and anger (Gelbrich, ; Romani, Grappi, Bagozzi, & Barone, ). Because the concept covers a broad range of negative emotions (Zarantonello et al, ) there is a need for broader definitions of Brand Hate.…”

Section: Defining Consumer Brand Hatementioning

confidence: 99%

Consumer Brand Hate: Steam rolling whatever I see

Kucuk

2018

Psychology and Marketing

139

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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: Defining Consumer Brand Hatementioning

confidence: 99%

Consumer Brand Hate: Steam rolling whatever I see

Kucuk

2018

Psychology and Marketing

139

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“…Research is not clear about moral avoidance and its consequences, while numerous studies have examined moral avoidance and found different outcomes. Bryson et al [12] create no evidence that moral avoidance can lead to brand hate, while other studies did found evidence that moral avoidance can certainly lead to brand hate [46]. H3: Ideological incompatibility has a significant negative effect on brand equity…”

Section: Ideological Incompatibility and Brand Equitymentioning

confidence: 95%

“…Brand hate and brand avoidance have both been knotted to the meaning of intentionally avoiding or refusing a brand, yet only brand hate has been related to display behaviors like articulation negative feelings, refusing, or damaging company property. Likewise Bryson et al [12] entitle that brand hate is like the exciting undesirable emotional component of assertiveness to a brand. H4: Brand hate mediates the relationship between unmet expectations and brand equity.…”

Section: Brand Hate As Mediatormentioning

confidence: 99%

“…The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant.…”

Section: Introductionmentioning

confidence: 99%

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Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

Abid¹,

Khattak²

2017

J Account Mark

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This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...

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“…To date, the increasing spread of anti-branding sites [4] is one of the clearest manifestations of the increased power of consumers [5]. Brand hate is a negative intense emotional state capable of influencing the consumers' relationship and attitude toward certain brands and their related companies [6]. Although today the analysis of the literature provides useful insights and interesting suggestions about the phenomenon of brand hate, especially in the Italian context, there are very few studies and scales that are capable of measuring this phenomenon.…”

Section: Introductionmentioning

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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Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands

Cited by 143 publications

References 46 publications

Consumer Brand Hate: Steam rolling whatever I see

Consumer Brand Hate: Steam rolling whatever I see

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

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

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