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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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| 2. |
- Rodrigues, Clarinda, et al.
(författare)
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Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand
- 2021
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Ingår i: International Review of Retail Distribution & Consumer Research. - : Taylor & Francis Group. - 0959-3969 .- 1466-4402. ; 31:1, s. 78-105
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection was done via an online survey of real users of the brand IKEA in Portugal and Sweden. The paper suggests that brand love mediates the relationship between brand experience and word of mouth in both countries. This study also identifies differences in the effects of the sensory, affective, behavioral and intellectual brand dimension in brand love. Additionally, it is suggested that consumer-brand relationship duration, genre, and education levels influence brand love. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of retail brands. It also intends to provide a better understanding of how to build and nurture effective brand experiences in order to elicit intense and passionate feelings towards retail brands.
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