The five types of brand hate: How they affect consumer behavior

Fetscherin Marc

首页> 外文期刊>Journal of Business Research >The five types of brand hate: How they affect consumer behavior

【24h】

The five types of brand hate: How they affect consumer behavior

机译：品牌仇恨的五种类型：它们如何影响消费者的行为

获取原文

获取原文并翻译 | 示例

掌桥外文数据库（机构版） >>

开具论文收录证明 >>

文献代查 >>

页面导航

摘要
著录项
相似文献
相关主题

摘要

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 they hate, the authors first validate Sternberg's (2003) theory of interpersonal hate relationships in connection with brand relationships. The empirical analyses confirm that brand hate is a multi-dimensional construct consisting of three key emotions: disgust, contempt, and anger. Our research shows there are five types of brand hate, depending on the combination of these emotions, each leading to different behavioral outcomes, including brand switching, private and public complaining, brand retaliation, and willingness to make financial sacrifices to hurt the brand. The paper concludes with a discussion on theoretical and managerial implications and limitations.

机译：本文借鉴了斯特恩伯格（Sternberg，2003）的仇恨三角理论，对品牌理论进行了概念化和检验。基于对712名消费者的两项研究（研究1 = 349；研究2 = 363），他们提到了他们讨厌的266个品牌，作者首先验证了Sternberg（2003）关于品牌关系的人际关系讨厌理论。实证分析证实，品牌厌恶是一个由三个关键情感组成的多维构成：厌恶，轻蔑和愤怒。我们的研究表明，取决于这些情绪的组合，品牌憎恨有五种类型，每种导致不同的行为结果，包括品牌转换，私人和公众抱怨，品牌报复以及愿意做出经济牺牲来伤害品牌的意愿。本文最后讨论了理论和管理的意义和局限性。

著录项

来源
《Journal of Business Research》 |2019年第8期|116-127|共12页
作者
Fetscherin Marc;
展开▼
作者单位

Rollins Coll, Dept Business, 170 W Fairbanks Ave 2779, Winter Pk, FL 32789 USA;

展开▼
收录信息
原文格式 PDF
正文语种 eng
中图分类
关键词
Brand hate; Brand switching; Negative word of mouth; Complaining; Brand revenge; Brand retaliation;

机译：品牌仇恨;品牌转换;负面口碑;抱怨;品牌复仇;品牌报复;

相似文献

外文文献
中文文献
专利

1. The five types of brand hate: How they affect consumer behavior [J] . Fetscherin Marc Journal of Business Research . 2019,第Auga期

机译：五种品牌讨厌：如何影响消费者行为
2. 'Us' to co-create value and hate 'them': examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism [J] . Itani Omar S. European journal of marketing . 2021,第4期

机译：“美国”共同创造价值和仇恨“他们”：检查消费品牌识别，同伴识别，消费者的价值共同创造的相互作用，竞争对手品牌仇恨和个人主义
3. The Dark Side of Consumer-Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors? [J] . Industrial and organizational psychology . 2020,第2期

机译：消费品牌关系的黑暗面：做理想的自我同时，品牌依恋和个性因素影响负面消费者的行为？
4. Study on Age Differences about Factors that Affect Intention of Renewing Consumer-Brand Relationships of Dormant Brands -Based on the Theory of Consumer Values of Generations1 [C] . LIN Yajun, LIU Jiafeng Environment, low-carbon and strategy. . 2011

机译：影响休眠品牌更新消费者-品牌关系意图的因素的年龄差异研究-基于几代消费者价值理论
5. Consumer self-concept and retail store loyalty: The effects of consumer self-concept on consumer attitude and shopping behavior among brand-specific and multi-brand retail stores. [D] . Rocereto, Joseph F. 2007

机译：消费者自我概念和零售商店忠诚度：消费者自我概念对特定品牌和多品牌零售商店中的消费者态度和购物行为的影响。
6. How brand attitude brand quality and brand value affect Thai canned tuna consumer brand loyalty [O] . Pichit Chuenban, Puris Sornsaruht, Paitoon Pimdee 2021

机译：品牌态度如何品牌品质和品牌价值影响泰国罐头金枪鱼消费品牌忠诚度
7. The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to globalization emerge. Like, for instance, global marketing which implies an increase pressure to understand consumer behavior and its underlying changes, at a much broader level. Research, nowadays, has to uncover and comprehend certain issues like how customers in some countries are the same and different in others; how they respond positively to a particular brand, but not to umbrella branding; how they perceive quality and how they spend their available resources (of time, money, effort), giving the current economic situation. As this paper covers a case study based on a multinational corporation in the lodging industry, we will further explore certain consumer behavior dimensions in relation to the perceived image and the buying pattern of the global brand examined. [O] . Luigi DUMITRESCU, Alin OPREANA, Simona VINEREAN 100

机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

The five types of brand hate: How they affect consumer behavior

摘要

著录项

相似文献

相关主题

期刊订阅