Brand Hate Internationally: A Validation Study from Slovenia

被引：3

作者：

Fetscherin, Marc ^{[1
]}

Ruzzier, Maja Konecnik ^{[2
]}

Ivanov, Sabina ^{[2
]}

Ruzzier, Mitja ^{[3
]}

机构：

[1] Rollins Coll, Dept Business, Winter Pk, FL 32789 USA

[2] Univ Ljubljana, Sch Econ & Business, Ljubljana, Slovenia

[3] Univ Primorska, Fac Management, Ljubljana, Slovenia

来源：

JOURNAL OF INTERNATIONAL CONSUMER MARKETING | 2023年 / 35卷 / 04期

关键词：

Brand relationships; brand hate; brand switching; complaining; brand revenge; CONSUMER; ANTECEDENTS; ATTACHMENT; REVENGE; LOVE;

D O I：

10.1080/08961530.2022.2122102

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper responds to the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes.

引用

页码：436 / 447

页数：12

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