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

Fetscherin Marc

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

机译：五种品牌讨厌：如何影响消费者行为

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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：从斯特恩伯格（2003）三角仇恨理论的绘图，本文概念化并测试了品牌背景下的理论。基于两项研究与712个消费者（研究1 = 349;研究2 = 363）谁提到了他们讨厌的266品牌，作者首先验证了斯特恩伯格（2003）与品牌关系有关的人际关系讨厌关系的理论。实证分析证实，品牌仇恨是由三个关键情绪组成的多维结构：厌恶，蔑视和愤怒。我们的研究表明，有五种类型的品牌仇恨，取决于这些情绪的组合，每个都导致不同的行为结果，包括品牌转换，私人和公共抱怨，品牌报复，以及使金融牺牲的愿意造成伤害品牌的愿意。本文讨论了理论和管理的影响和局限性的讨论。

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

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

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正文语种 eng
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关键词
Brand hate; Brand switching; Negative word of mouth; Complaining; Brand revenge; Brand retaliation;

机译：品牌讨厌;品牌切换;嘴巴负面词;抱怨;品牌复仇;品牌报复;

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

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