 On the antipodes of love and hate: The conception and measurement of brand polarizationSergio Andrés Osuna Ramírez, Cleopatra Veloutsou and Anna Morgan-Thomas Journal of Business Research, 2024, vol. 179, issue C Abstract: Brand polarization represents a somewhat unorthodox approach to brand management. Rather than foster support and minimise opposition towards a brand, polarization maintains strong emotions at both ends of the spectrum, concurrently attending to the antipodes of brand love and brand hate. Although some emerging insights suggest that this paradoxical approach can effectively support brands, academic research on polarization in marketing is in its infancy. Integrating insight from political science, psychology and marketing, the study develops an enhanced theoretical conception of brand polarization and operationalises it through a multi-step procedure. Specifically, the paper builds on qualitative and quantitative data from six empirical studies in two contexts (UK and Colombia) to offer a 23-item scale for brand polarization. The new concept and the validated scale contribute to branding theory and marketing practice in several important ways. Keywords: Brand polarization; Brand relationships; Brand love; Brand hate; Brand passion; Brand rivalry; Inter-group dissociation; Scale development (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:179:y:2024:i:c:s0148296324001917 DOI: 10.1016/j.jbusres.2024.114687 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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