Traits and peculiarities of different brand hate behaviours

Curina, Ilaria; Francioni, Barbara; Cioppi, Marco; Savelli, Elisabetta

doi:10.1080/0965254x.2019.1676293

Cited by 33 publications

(45 citation statements)

References 57 publications

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“… Anti‐brand community (Kucuk, 2008; Popp et al., 2016) Determinants and outcomes of brand hate (Curina et al., 2019, 2020; Hegner et al., 2017) Types of brand hate (Fetscherin, 2019) Components of brand hate (Zhang & Laroche, 2020) Effect of consumer personality on brand hate (SUU Kucuk, 2019; Zhang et al., 2020) …”

Section: Overviewmentioning

confidence: 99%

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Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

117

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Emotions have a compelling and strong effect on individuals actions and behaviours. They are elicited in consumers during the decision‐making process through brand‐related stimuli. Negative emotions towards a brand can translate directly into actions against it, for instance, propagating negative word of mouth, avoidance and vengeance. Although scholars have conducted consumer–brand relationship (CBR) research for over 20 years, our understanding of negative emotions is still limited. Research in the consumer–brand relationship domain so far has predominantly focused on positive emotions and its constructs. However, with a recent surge in the studies on negative emotions in the consumer–brand relationship domain, a systematic review is essential to identify, evaluate and synthesize the extant literature. Using a citation‐based search, we analyse 55 articles in the literature to achieve three objectives: primarily to illustrate the evolution and growth of negative emotions in the consumer–brand relationship using the seminal article by Fournier (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’ as the base paper. Further, the study aims to identify uncharted negative emotions in consumer–brand relationship literature by integrating it with the hierarchical theory of emotions article and finally, it suggests future research in unexplored and underexplored negative emotions.

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Section: Overviewmentioning

confidence: 99%

“…Anti-brand community (Kucuk, 2008;Popp et al, 2016) 2. Determinants and outcomes of brand hate (Curina et al, 2019(Curina et al, , 2020Hegner et al, 2017) 3. Types of brand hate (Fetscherin, 2019) 4.…”

Section: Hatementioning

confidence: 99%

Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

117

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“…In contrast to a significant body of studies on the company-related brand hate antecedents, research on consumer-related antecedents is limited (Kucuk, 2019b). Past studies tend to classify brand hate antecedents into the following three categories: negative past experience and corporate wrongdoings such as product and service failures (Zhang and Laroche, 2020; Kucuk, 2018; Zarantonello et al , 2016) or a troublesome experience (Zhang and Laroche, 2020); ideological incompatibility referring to a conflict with values and beliefs of consumers (Curina et al , 2019; Kucuk, 2019b; Hegner et al , 2017; Romani et al , 2009; Dalli et al , 2006), in particular, ethnocentrism of consumers (Alba and Lutz, 2013); and symbolic/image incongruity (Curina et al , 2019; Zarantonello et al , 2016, 2018) revealing a mismatch between the typical brand image and one’s actual self-image (Sirgy, 1982). …”

Section: Theory Of Brand Hatementioning

confidence: 99%

“…ideological incompatibility referring to a conflict with values and beliefs of consumers (Curina et al , 2019; Kucuk, 2019b; Hegner et al , 2017; Romani et al , 2009; Dalli et al , 2006), in particular, ethnocentrism of consumers (Alba and Lutz, 2013); and…”

Section: Theory Of Brand Hatementioning

confidence: 99%

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“Fight or flight”: coping responses to brand hate

Bayarassou¹,

Becheur

Valette‐Florence

2020

JPBM

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Purpose This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes. Design/methodology/approach Data are collected from an online survey of a French representative consumer panel where participants were asked to cite a particular brand they hate, and then assess the different constructs tested in the model. Partial least squares structural equation modeling was used for data analysis. Findings The study sheds light on the possible mediators and moderators of brand hate. Particularly, brand betrayal is hypothesized as a mediator between fallacious character of the brand and brand hate. Moreover, the study assesses the impact of narcissism on the relationship between brand hate and desire for avoidance and revenge. Findings show that active brand hate leads to a desire for revenge, whereas passive brand hate positively influences desire for avoidance. Finally, the current research suggests that consumer narcissism fuels desire for revenge on the brand. Originality/value To the authors’ knowledge, this study is the first to integrate brand personality (the fallacious character of the brand) and consumer personality (narcissism). The study describes the mechanism through which brand transgressions activate two response routes to brand hate associated with the desires for revenge and avoidance.

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Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

Mushtaq,

Hamzah,

Ghazali

2024

J of Consumer Behaviour

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This study addresses a critical gap in the literature on the consumer–brand relationship by focusing on the under‐investigated concept of attitudinal and behavioural brand hate. This study goes beyond such common determinants as negative experiences and unfair pricing, introducing employee incivility and service quality as overlooked, but significant, antecedents. Employing structural equation modelling, a sample of 593 participants from the airline and restaurant industries was examined. The findings reveal that brand hate significantly impacts brand opposition and emotional forgiveness. Importantly, consumer resilience moderates these relationships, mitigating the negative effects of brand hate. Moreover, the study finds industry‐specific variations in the triggers and outcomes of brand hate, suggesting the need for tailored managerial strategies. The study extends the consumer–brand relationship literature by highlighting new research avenues and making significant contributions. Theoretically, it validates affective event theory and personality characteristics' role in buffering brand hate. In addition, this study carries implications for policymakers and managers to understand the multifaceted nature of brand hate, develop effective strategies to mitigate the negative effects of service failures and build stronger consumer–brand relationships. Furthermore, these insights facilitate the creation of tailored approaches that consider industry‐specific characteristics, thus helping to prevent the harmful impact of brand hate.

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Traits and peculiarities of different brand hate behaviours

Cited by 33 publications

References 57 publications

Negative emotions in consumer brand relationship: A review and future research agenda

Negative emotions in consumer brand relationship: A review and future research agenda

“Fight or flight”: coping responses to brand hate

Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

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