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Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects

Simona Romani, Silvia Grappi and Daniele Dalli

International Journal of Research in Marketing, 2012, vol. 29, issue 1, 55-67

Abstract: Consumers' appraisals of brand-related stimuli originating from both marketer- and non-marketer-controlled sources of information may evoke negative emotional reactions toward certain brands. We derive a scale that includes six distinct brand-related negative emotions (anger, discontent, dislike, embarrassment, sadness, and worry). Studies 1 through 4 demonstrate that our scale achieves convergent and discriminant validity and provides superior insight and better predictions compared to extant emotion scales. Study 5 manipulates specific negative brand-related emotions and reveals that they predict particular behavioral outcomes (i.e., switching, complaining, and negative word of mouth).

Keywords: Negative emotions; Brand; Consumer behavior (search for similar items in EconPapers)
Date: 2012
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Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:55-67