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Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting

Ilaria Curina, Barbara Francioni, Sabrina M. Hegner and Marco Cioppi ()

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: The purpose of this study is to investigate the brand hate phenomenon for service products in a cross-channel setting (offline/online environment). To reach this objective, structural equation modeling was employed on a sample of 265 consumers. Findings reveal that brand hate positively influences offline negative word-of-mouth (NWOM), online complaining, and non-repurchase intention. Furthermore, while offline NWOM has a positive effect on non-repurchase intention, online complaining has a negative one. Finally, a mediated path was identified, which starts from brand hate and ends with non-repurchase intention through online complaining and offline NWOM. The study provides implications for firms’ marketers and practitioners.

Keywords: Brand hate; Service brands; Non-repurchase intention; Online complaining; Offline negative word-of-mouth (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1016/j.jretconser.2019.102031

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