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- Rodrigues, Clarinda, et al.
(författare)
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Antecedents to Brand Hate Among Generation Y : A Consumer Cross-Cultural Study
- 2017
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Ingår i: 10th Annual Conference of the EuroMed Academy of Business. - : EuroMed Press. - 9789963711567 ; , s. 1456-1464
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Konferensbidrag (refereegranskat)abstract
- Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.
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- Rodrigues, Clarinda, et al.
(författare)
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Brand love matters to Millennials : the relevance of mystery, sensuality and intimacy to neo-luxury brands
- 2019
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 28:7, s. 830-848
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.Design/methodology/approachThe data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.FindingsThe paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.Research limitations/implicationsFurther research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.Originality/valueThis paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
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- Rodrigues, Clarinda, et al.
(författare)
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I can’t stop hating you : an anti-brand-community perspective on Apple brand hate
- 2021
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 30:8, s. 1115-1133
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.Design/methodology/approachThe data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.FindingsThe paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.Originality/valueThis paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.
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| 8. |
- Rodrigues, Clarinda, et al.
(författare)
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Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study
- 2018
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Ingår i: 2018 Global Marketing Conference at Tokyo Proceedings. - Tokyo : Global Alliance of Marketing and Management Associations. ; , s. 1447-1447
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Konferensbidrag (refereegranskat)abstract
- In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
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- Rodrigues, Paula, et al.
(författare)
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The importance of self in brand love in consumer-luxury brand relationships
- 2018
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Ingår i: Journal of Customer Behavior. - : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 17:3, s. 189-210
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate the influence of selfcongruencyand self-brand integration on three dimensions of luxury perceptions:prestigious perception of a brand, luxury brand perception, and overall luxurybrand perception. It also aims to investigate the moderating effect of these threedimensions of luxury perceptions on brand love. Data collection was done using astructured questionnaire completed by end-users of luxury brands. A total of 304valid questionnaires were collected and the data was analysed using a structuralequation modelling methodology. The data confirms all the hypotheses raised inthe proposed conceptual model. This study is the first to empirically demonstratethat luxury brand perceptions positively mediate the effect of self-congruencyand self-brand integration on brand love. The results of this study will helppractitioners to understand how to approach consumers in the luxury fashionsegment and how to strengthen consumer-brand relationships.
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