Antecedents of Luxury Brand Hate: A Quantitative Study

Douglas Bryson, Glyn Atwal, Peter Hultén and Klaus Heine
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Douglas Bryson: ESC [Rennes] - ESC Rennes School of Business
Glyn Atwal: CEREN - Centre de Recherche sur l'ENtreprise [Dijon] - BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC), BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Peter Hultén: Dalarna University
Klaus Heine: EM - EMLyon Business School

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Abstract: This study analyses the relationships of the antecedents of "extreme negative affect" toward luxury brands. The results show that the first‐order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word‐of‐mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.

Keywords: Luxury branding; brand hate; consumer brand relationship; consumer dissatisfaction (search for similar items in EconPapers)
Date: 2021-01-01
New Economics Papers: this item is included in nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-03188197v1
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Citations: View citations in EconPapers (4)

Published in Strategic Change, 2021, 30 (1), 35-43 p. ⟨10.1002/jsc.2387⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03188197

DOI: 10.1002/jsc.2387

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