The five types of brand hate: How they affect consumer behavior

Marc Fetscherin

Journal of Business Research, 2019, vol. 101, issue C, 116-127

Abstract: Drawing from Sternberg's (2003) triangular theory of hate, this paper conceptualizes and tests the theory in the branding context. Based on two studies with 712 consumers (study 1 = 349; study 2 = 363) who mentioned 266 brands they hate, the authors first validate Sternberg's (2003) theory of interpersonal hate relationships in connection with brand relationships. The empirical analyses confirm that brand hate is a multi-dimensional construct consisting of three key emotions: disgust, contempt, and anger. Our research shows there are five types of brand hate, depending on the combination of these emotions, each leading to different behavioral outcomes, including brand switching, private and public complaining, brand retaliation, and willingness to make financial sacrifices to hurt the brand. The paper concludes with a discussion on theoretical and managerial implications and limitations.

Keywords: Brand hate; Brand switching; Negative word of mouth; Complaining; Brand revenge; Brand retaliation (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:116-127

DOI: 10.1016/j.jbusres.2019.04.017

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