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首页> 外文期刊>Journal of Strategic Marketing >Traits and peculiarities of different brand hate behaviours
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Traits and peculiarities of different brand hate behaviours

机译：不同品牌仇恨行为的特质和特殊性

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摘要

This study aims to describe the nature and main features of brand hate behaviours. In order to achieve this objective, a cluster analysis approach has been adopted, based on a sample of 616 volunteer participants. The cluster analysis results permitted to identify four clusters denominated as Bad Influencer consumers; Indifferent consumers; Forgiving consumers and Radical consumers, whose peculiar characteristics mainly allowed generalizing the consumers' brand hate behaviours with respect to different industrial sectors. By adopting a quantitative approach, the present work enriches the investigation focused on the brand hate issue, through the identification of different strategies that firms could adopt against brand haters.
机译：本研究旨在描述品牌仇恨行为的性质和主要特征。为了实现这一目标，基于616名志愿参与者的样本采用了一项集群分析方法。允许群体分析结果识别以糟糕的影响者消费者计数的四个集群;无动于衷的消费者;宽容消费者和激进的消费者，其特殊的特征主要使消费者的品牌讨厌行为概括为不同的工业部门。通过采用量化方法，目前的工作丰富了专注于品牌仇恨问题的调查，通过识别公司可以采取不同的策略来采取品牌仇敌。

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