The five types of brand hate: How they affect consumer behavior
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2019.04.017
Abstract: 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… read more here.
Keywords: types brand; brand; brand hate; five types ... See more keywords
The phenomenon of brand hate: a systematic literature review
Sign Up to like & getrecommendations! Published in 2024 at "Journal of Marketing Theory and Practice"
DOI: 10.1080/10696679.2024.2376021
Abstract: ABSTRACT Research on the positive emotions that consumers develop toward brands is well-established in the marketing literature. Studies on the negative consumer emotions toward brands have been relatively new but growing. In this paper, we… read more here.
Keywords: brand hate; systematic literature; literature review; brand ... See more keywords
Brand hate: the case of Starbucks in France
Sign Up to like & getrecommendations! Published in 2018 at "British Food Journal"
DOI: 10.1108/bfj-03-2018-0194
Abstract: Purpose The purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food… read more here.
Keywords: brand hate; research; starbucks france; brand ... See more keywords
Moderating role of perceived justice between employee incivility and consequences of brand hate
Sign Up to like & getrecommendations! Published in 2025 at "Journal of Asia Business Studies"
DOI: 10.1108/jabs-08-2023-0314
Abstract: Purpose During the past decade, marketing literature has focused on investigating the dark side of consumer emotions and their behavior. This demands further research for a more in-depth understanding. Hence, drawing on affective events theory,… read more here.
Keywords: brand hate; employee incivility; brand;
The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Asia Business Studies"
DOI: 10.1108/jabs-10-2020-0423
Abstract: Purpose Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the… read more here.
Keywords: brand hate; hate; power; brand ... See more keywords
Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model
Sign Up to like & getrecommendations! Published in 2020 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2020.533216
Abstract: Using the assumptions of Sternberg (2003) Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically,… read more here.
Keywords: brand hate; similar competitor; hate; competitor offer ... See more keywords