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
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
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
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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