Trajectories of brand hate

Lia Zarantonello (), Simona Romani (), Silvia Grappi () and Marc Fetscherin ()
Additional contact information
Lia Zarantonello: University of Roehampton
Simona Romani: LUISS Guido Carli
Silvia Grappi: University of Modena and Reggio Emilia
Marc Fetscherin: Rollins College

Journal of Brand Management, 2018, vol. 25, issue 6, No 6, 549-560

Abstract: Abstract Taking inspiration from the work of Langner et al. (Mark Lett 27:15–62, 2016), this paper explores how the feeling of brand hate develops over time. To that aim, the paper conducts a series of qualitative interviews during which participants are asked to graphically trace the course of their feelings towards their most currently hated brand. In doing so, the paper identifies five types of trajectories of brand hate: “Negative all the way”, “Down-up”, “Downward slope flattens”, “Roller coaster”, and “Steady decrease”. Moreover, it identifies the most common antecedents (i.e. negative past experience with the brand, corporate wrongdoing, and image incongruence) and outcomes of brand hate and relates them to the trajectories previously identified. Theoretical and managerial implications are discussed.

Keywords: Brand hate; Consumer emotions; Consumer-brand relationship; Qualitative analysis (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0105-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:25:y:2018:i:6:d:10.1057_s41262-018-0105-5

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-018-0105-5

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().