Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation

Houcine Akrout and Mona Mrad

Journal of Business Research, 2023, vol. 154, issue C

Abstract: This study investigates the emerging concept of brand hate in a cross-cultural context. Based on prior studies, we develop and validate a two-dimensional scale of brand hate that includes feelings of aversion and deep resentment. Using qualitative studies and three quantitative surveys (n = 977), we develop Emic (country-specific) scales for France, the United Kingdom, and the United States and an Etic scale (common items). Results demonstrate that the scales’ psychometric properties support discriminant and predictive validities. In addition, results show that the hypothesized antecedents (i.e., trust erosion and perceived unethicality) and consequences (i.e., brand avoidance and protest/boycott) of hate are significantly linked with hate. The findings also reveal that the three countries vary in the Emic and Etic models. Brand practitioners can apply these scales to monitor the consumer–brand relationship, and they can ultimately prevent a negative downward spiral in this relationship.

Keywords: Brand hate; Consumer–brand relationships; Negative emotions; Scale development; Emic/Etic (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007421

DOI: 10.1016/j.jbusres.2022.08.053

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