Article2024

When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development

20 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 This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship. Design/methodology/approach An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling. Findings Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions. Originality/value This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2009\nThe use of partial least squares path modeling in international marketing 2003A very brief measure of the Big-Five personality domains 2017PLS-SEM or CB-SEM: updated guidelines on which method to use 1984Negative affectivity: The disposition to experience aversive emotional states.1997Dimensions of Brand Personality 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2000Multicultural minds: A dynamic constructivist approach to culture and cognition.

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