Article2017

Determinants and outcomes of brand hate

Sabrina M. Hegner · Marc Fetscherin · Marianne van Delzen

416 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling. Findings Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation). Originality/value This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1979A Paradigm for Developing Better Measures of Marketing Constructs 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1996The Behavioral Consequences of Service Quality 2001Bad is Stronger than Good 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2011Principles and practice of structural equation modeling, 3rd ed.

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2019A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights 2020Role of brand experience in shaping brand love 2019The five types of brand hate: How they affect consumer behavior 2018Trajectories of brand hate 2020Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions

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