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The five types of brand hate: How they affect consumer behavior

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  • Fetscherin, Marc

Abstract

Drawing from Sternberg's (2003) triangular theory of hate, this paper conceptualizes and tests the theory in the branding context. Based on two studies with 712 consumers (study 1 = 349; study 2 = 363) who mentioned 266 brands they hate, the authors first validate Sternberg's (2003) theory of interpersonal hate relationships in connection with brand relationships. The empirical analyses confirm that brand hate is a multi-dimensional construct consisting of three key emotions: disgust, contempt, and anger. Our research shows there are five types of brand hate, depending on the combination of these emotions, each leading to different behavioral outcomes, including brand switching, private and public complaining, brand retaliation, and willingness to make financial sacrifices to hurt the brand. The paper concludes with a discussion on theoretical and managerial implications and limitations.

Suggested Citation

  • Fetscherin, Marc, 2019. "The five types of brand hate: How they affect consumer behavior," Journal of Business Research, Elsevier, vol. 101(C), pages 116-127.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:116-127
    DOI: 10.1016/j.jbusres.2019.04.017
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    Cited by:

    1. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    2. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
    3. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    4. Zeeshan Ahmed & Shahid Rasool & Qasim Saleem & Mubashir Ali Khan & Shamsa Kanwal, 2022. "Mediating Role of Risk Perception Between Behavioral Biases and Investor’s Investment Decisions," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Japutra, Arnold & Kumar Roy, Sanjit & Pham, Tram-Anh N., 2021. "Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Yang, Chaofan & Sun, Yongqiang & Shen, Xiao-Liang, 2022. "Beyond anger: A neutralization perspective of customer revenge," Journal of Business Research, Elsevier, vol. 146(C), pages 363-374.
    8. Chih-Chien Wang & Shu-Chen Chang & Pei-Ying Chen, 2021. "The Brand Sustainability Obstacle: Viewpoint Incompatibility and Consumer Boycott," Sustainability, MDPI, vol. 13(9), pages 1-23, May.
    9. Carmela Donato, 2021. "Disgust and preference for familiar brands," Italian Journal of Marketing, Springer, vol. 2021(1), pages 5-23, June.
    10. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    11. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
    12. Luhui Hua & Zeeshan Rasool & Muhammad Akbar Ali Ansari & Ali Junaid Khan & Nadia Hanif & Waseem Ul Hameed, 2023. "International Students’ Nostalgic Behaviour towards the Purchase of Products and Services," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    13. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.
    14. Akrout, Houcine & Mrad, Mona, 2023. "Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation," Journal of Business Research, Elsevier, vol. 154(C).
    15. Zengrui Xiao & Ying Wang & Dongjie Guo, 2022. "Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    16. Antonetti, Paolo, 2020. "More than just a feeling: A research agenda for the study of consumer emotions following Corporate Social Irresponsibility (CSI)," Australasian marketing journal, Elsevier, vol. 28(2), pages 67-70.
    17. Rui Chen & Haolan Yan, 2023. "Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
    18. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    19. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    20. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).
    21. Valor, Carmen & Antonetti, Paolo & Zasuwa, Grzegorz, 2022. "Corporate social irresponsibility and consumer punishment: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 144(C), pages 1218-1233.

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