Brand hate and consumers' responses: an analysis in the offline and online environment

Barbara Francioni, Ilaria Curina, Sabrina M. Hegner, Marco Cioppi and Elisabetta Savelli

International Journal of Internet Marketing and Advertising, 2025, vol. 22, issue 4, 460-483

Abstract: Within the studies investigating the consumer-brand relationships, brand hate has been partially disregarded as a research topic. This paper aims to extend the analysis of the brand hate outcomes by considering both their offline and online nature (i.e., offline/online negative word-of-mouth (NWOM) and offline/online complaining) and by also testing the role of concern for others and venting negative feelings as possible mediators on the relationship between brand hate and both offline/online behavioural outcomes. To reach this objective, structural equation modelling has been employed on a sample of 493 consumers. Findings reveal that concern for others is mainly involved when consumers perform NWOM in the offline context among their friends/family, while venting negative feelings is the main motive in the online context and for complaining to the company. The paper provides managerial implications useful to manage the consumers' offline/online behaviours in the brand hate context.

Keywords: brand; brand hate; consumer behaviour; consumer-brand relationship; concern for others; venting negative feelings; offline negative word-of-mouth; NWOM; online negative word-of-mouth; offline complaining; online complaining. (search for similar items in EconPapers)
Date: 2025
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