Trajectories of brand hate

被引：0

作者：

Zarantonello, Lia ^{[1
]}

Romani, Simona ^{[2
]}

Grappi, Silvia ^{[3
]}

Fetscherin, Marc ^{[4
]}

机构：

[1] Univ Roehampton, Business Sch, London SW15 5SL, England

[2] LUISS Guido Carli, Viale Romania 32, I-00197 Rome, Italy

[3] Univ Modena & Reggio Emilia, Viale Berengario 51, I-41100 Modena, Italy

[4] Rollins Coll, Dept Business, 170W Fairbanks Bldg, Winter Pk, FL 32789 USA

来源：

JOURNAL OF BRAND MANAGEMENT | 2018年 / 25卷 / 06期

关键词：

Brand hate; Consumer emotions; Consumer-brand relationship; Qualitative analysis; CONSUMER; ANTECEDENTS; LOVE; CONCEPTUALIZATION; CONGRUENCE; OUTCOMES; REVENGE; IMAGE;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Taking inspiration from the work of Langner et al. (Mark Lett 27: 15-62, 2016), this paper explores how the feeling of brand hate develops over time. To that aim, the paper conducts a series of qualitative interviews during which participants are asked to graphically trace the course of their feelings towards their most currently hated brand. In doing so, the paper identifies five types of trajectories of brand hate: "Negative all the way'', "Down-up'', "Downward slope flattens'', "Roller coaster'', and "Steady decrease''. Moreover, it identifies the most common antecedents (i.e. negative past experience with the brand, corporate wrongdoing, and image incongruence) and outcomes of brand hate and relates them to the trajectories previously identified. Theoretical and managerial implications are discussed.

引用

页码：549 / 560

页数：12

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