IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v25y2021i4p439-447.html
   My bibliography  Save this article

Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach

Author

Listed:
  • Richa Joshi
  • Rajan Yadav

Abstract

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.

Suggested Citation

  • Richa Joshi & Rajan Yadav, 2021. "Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach," Vision, , vol. 25(4), pages 439-447, December.
    • Handle: RePEc:sae:vision:v:25:y:2021:i:4:p:439-447
    DOI: 10.1177/0972262919892173
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262919892173
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262919892173?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
    ---><---

    References listed on IDEAS

    as
    1. Richa Joshi & Rajan Yadav, 2018. "Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity," Paradigm, , vol. 22(2), pages 125-142, December.
    2. Londono, Juan Carlos & Davies, Keri & Elms, Jonathan, 2017. "Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 8-20.
    3. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    4. Richa Joshi & Rajan Yadav, 2019. "The study of brand extension among generation Y in the Indian market," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 19(3), pages 339-353.
    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. Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
    2. 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. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    2. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    3. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    4. Bogner, Anna, 2023. "Memory asymmetries in experiential and material purchases: The role of self-expression," Junior Management Science (JUMS), Junior Management Science e. V., vol. 8(1), pages 163-187.
    5. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    6. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    7. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    8. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    9. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    10. Vita Briliana, 2018. "The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia," GATR Journals gjbssr521, Global Academy of Training and Research (GATR) Enterprise.
    11. Chang, Hsin Hsin & Wong, Kit Hong & Shen, Yi An, 2022. "Effects of the consumer socialization process on content sharing on SNSs: Social comparison and anticipated emotions as moderators," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    12. 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).
    13. Bahtýþen Kavak & Canan Eryiðit & Öznur Özkan Tektaþ & Pýnar Baþgöze, 2010. "Effects Of Hedonic - Utilitarian Motives And Life Style On Attitudinal-Behavioral Loyalty," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 21-40.
    14. Alicia Izquierdo–Yusta & María Pilar Martínez–Ruiz & Héctor Hugo Pérez–Villarreal, 2021. "Studying the impact of food values, subjective norms and brand love on loyalty: findings obtained at fast food restaurants in Mexico," DOCFRADIS Working Papers 2103, Catedra Fundación Ramón Areces de Distribución Comercial, revised Mar 2021.
    15. Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.
    16. Yue-Ming Guo & Wai-Ling Ng & Fei Hao & Chen Zhang & Shu-Xu Liu & Adil Masud Aman, 2023. "Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
    17. Hatice AYDIN, 2017. "Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(2), pages 281-294.
    18. Yu-Hsien Lin, 2022. "Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love," Sustainability, MDPI, vol. 15(1), pages 1-20, December.
    19. Dörnyei, Krisztina Rita & Lunardo, Renaud, 2021. "When limited edition packages backfire: The role of emotional value, typicality and need for uniqueness," Journal of Business Research, Elsevier, vol. 137(C), pages 233-243.
    20. Hamza Shahid & Arqam Iqbal, 2019. "Customer Brand Engagement Behavior In Online Brand Communities," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 65-85, 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:sae:vision:v:25:y:2021:i:4:p:439-447. 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: SAGE Publications (email available below). General contact details of provider: .

    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.