Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
Determinants And Outcomes Of Brand Hate, Sabrina Hegner, Marc Fetscherin, Marianne Van Delzen
Determinants And Outcomes Of Brand Hate, Sabrina Hegner, Marc Fetscherin, Marianne Van Delzen
Faculty Publications
Purpose: The purpose of this paper is to explore and discuss the concept of brand hate. We present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.
Design/methodology/approach: A survey design using cross-sectional primary data from 224 German consumers was employed. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.
Findings: Findings show brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioural outcomes (brand avoidance, negative word of mouth, brand retaliation).
Originality/value: This paper explores …