Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting
Sabrina M. Hegner and
Marco Cioppi ()
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
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 firmsâ€™ marketers and practitioners.
Keywords: Brand hate; Service brands; Non-repurchase intention; Online complaining; Offline negative word-of-mouth (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919301250
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