IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v154y2023ics0148296322007421.html
   My bibliography  Save this article

Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation

Author

Listed:
  • Akrout, Houcine
  • Mrad, Mona

Abstract

This study investigates the emerging concept of brand hate in a cross-cultural context. Based on prior studies, we develop and validate a two-dimensional scale of brand hate that includes feelings of aversion and deep resentment. Using qualitative studies and three quantitative surveys (n = 977), we develop Emic (country-specific) scales for France, the United Kingdom, and the United States and an Etic scale (common items). Results demonstrate that the scales’ psychometric properties support discriminant and predictive validities. In addition, results show that the hypothesized antecedents (i.e., trust erosion and perceived unethicality) and consequences (i.e., brand avoidance and protest/boycott) of hate are significantly linked with hate. The findings also reveal that the three countries vary in the Emic and Etic models. Brand practitioners can apply these scales to monitor the consumer–brand relationship, and they can ultimately prevent a negative downward spiral in this relationship.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007421
    DOI: 10.1016/j.jbusres.2022.08.053
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322007421
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.08.053?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sara Kim & Ann L. McGill, 2011. "Gaming with Mr. Slot or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 94-107.
    2. Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
    3. Romani, Simona & Grappi, Silvia & Dalli, Daniele, 2012. "Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 55-67.
    4. Allison R. Johnson & Maggie Matear & Matthew Thomson, 2011. "A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 108-125.
    5. Pantano, Eleonora, 2021. "When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate," Journal of Business Research, Elsevier, vol. 123(C), pages 117-125.
    6. Zourrig, Haithem & Chebat, Jean-Charles & Toffoli, Roy, 2009. "Consumer revenge behavior: A cross-cultural perspective," Journal of Business Research, Elsevier, vol. 62(10), pages 995-1001, October.
    7. Katja Brunk, 2012. "Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings," Journal of Business Ethics, Springer, vol. 111(4), pages 551-565, December.
    8. Lee, Michael S.W. & Motion, Judith & Conroy, Denise, 2009. "Anti-consumption and brand avoidance," Journal of Business Research, Elsevier, vol. 62(2), pages 169-180, February.
    9. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    11. Matthew Hawkins, 2019. "The effect of activity identity fusion on negative consumer behavior," Post-Print hal-02014635, HAL.
    12. Frederique Six & Bart Nooteboom & Adriaan Hoogendoorn, 2010. "Actions that Build Interpersonal Trust: A Relational Signalling Perspective," Review of Social Economy, Taylor & Francis Journals, vol. 68(3), pages 285-315.
    13. S. Umit Kucuk, 2016. "Exploring the Legality of Consumer Anti-branding Activities in the Digital Age," Journal of Business Ethics, Springer, vol. 139(1), pages 77-93, November.
    14. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    15. Spence, Michael, 1974. "Competitive and optimal responses to signals: An analysis of efficiency and distribution," Journal of Economic Theory, Elsevier, vol. 7(3), pages 296-332, March.
    16. Eggers, Fabian & O’Dwyer, Michele & Kraus, Sascha & Vallaster, Christine & Güldenberg, Stefan, 2013. "The impact of brand authenticity on brand trust and SME growth: A CEO perspective," Journal of World Business, Elsevier, vol. 48(3), pages 340-348.
    17. Usunier, Jean-Claude, 2011. "Language as a resource to assess cross-cultural equivalence in quantitative management research," Journal of World Business, Elsevier, vol. 46(3), pages 314-319, July.
    18. 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.
    19. Leslier Valenzuela & Jay Mulki & Jorge Jaramillo, 2010. "Impact of Customer Orientation, Inducements and Ethics on Loyalty to the Firm: Customers’ Perspective," Journal of Business Ethics, Springer, vol. 93(2), pages 277-291, May.
    20. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    21. 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.
    22. de Campos Ribeiro, Gisèle & Butori, Raphaëlle & Le Nagard, Emmanuelle, 2018. "The determinants of approval of online consumer revenge," Journal of Business Research, Elsevier, vol. 88(C), pages 212-221.
    23. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 220-230, July.
    24. Grappi, Silvia & Romani, Simona & Bagozzi, Richard P., 2013. "Consumer response to corporate irresponsible behavior: Moral emotions and virtues," Journal of Business Research, Elsevier, vol. 66(10), pages 1814-1821.
    25. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    26. Ford, John B. & Merchant, Altaf & Bartier, Anne-Laure & Friedman, Mike, 2018. "The cross-cultural scale development process: The case of brand-evoked nostalgia in Belgium and the United States," Journal of Business Research, Elsevier, vol. 83(C), pages 19-29.
    27. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    28. Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Raphael Odoom & John Paul Basewe Kosiba & Priscilla Teika Odoom, 2024. "Brand hate experiences and the role of social media influencers in altering consumer emotions," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 529-542, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. 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).
    3. 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.
    4. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    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. Hardeep Chahal & Rigzin Dolkar, 2024. "Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(2), pages 195-212, June.
    7. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    8. Stefan Markovic & Oriol Iglesias & Jatinder Jit Singh & Vicenta Sierra, 2018. "How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality," Journal of Business Ethics, Springer, vol. 148(4), pages 721-740, April.
    9. Raphael Odoom & John Paul Basewe Kosiba & Priscilla Teika Odoom, 2024. "Brand hate experiences and the role of social media influencers in altering consumer emotions," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 529-542, September.
    10. 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).
    11. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    12. Ulla A. Saari & Rupert J. Baumgartner & Saku J. Mäkinen, 2017. "Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context," Sustainability, MDPI, vol. 9(7), pages 1-26, July.
    13. Silvia Platania & Martina Morando & Giuseppe Santisi, 2020. "Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
    14. 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.
    15. 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.
    16. Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    17. 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.
    18. Bianca Grohmann & H. Bodur, 2015. "Brand Social Responsibility: Conceptualization, Measurement, and Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 375-399, October.
    19. Ferrell, O.C. & Harrison, Dana E. & Ferrell, Linda & Hair, Joe F., 2019. "Business ethics, corporate social responsibility, and brand attitudes: An exploratory study," Journal of Business Research, Elsevier, vol. 95(C), pages 491-501.
    20. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007421. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.