Articlediamond2020

Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

63 citations0/0 files storedEuropean Journal of Management and Business Economics

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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 study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands. Design/methodology/approach A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed. Findings Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands. Research limitations/implications Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016) Practical implications Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints. Originality/value The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2006Some antecedents and outcomes of brand love 2011Brand Love 2004When Good Brands Do Bad 2009When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance 2008Anti-consumption and brand avoidance 2014Consumer brand relationships research: A bibliometric citation meta-analysis 2006The effects of relationship quality on customer retaliation

Cited by

2021I love you, but you let me down! How hate and retaliation damage customer-brand relationship 2022Effects of customer forgiveness on brand betrayal and brand hate in restaurant service failures: does apology letter matter?2021Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance 1991European Business Review 2021Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM 2024Brand hate: a systematic literature review and future perspectives

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