An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?

Maleeha Sameeni, Faisal Qadeer (), Wasim Ahmad and Raffaele Filieri ()
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Wasim Ahmad: State Unani Medical College, Prayagraj, U.P., India.
Raffaele Filieri: Audencia Business School

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Abstract: Limited research has investigated the consequences of brand hate, particularly the pathways and contingent factors. This study addresses a critical gap by investigating the mediation of negative electronic word-of-mouth (NeWOM) intensity between brand hate and the two different forms of consumers' coping behaviors: boycott (instrumental aggression) and brand sabotage (hostile aggression). It also demonstrates the moderating role of the Big Five personality traits in these pathways. An empirical survey with 391 participants recruited through Prolific reveals that brand hate directly affects NeWOM intensity, consumer boycott, and brand sabotage. These effects are more substantial for those who score high in neuroticism, extraversion, and conscientiousness. On the other hand, the effects of brand hate on NeWOM intensity and boycott are more profound when agreeableness is low. In contrast, only brand hate-to-boycott relationship strengthens when openness is low. Interestingly, NeWOM intensity mediates the relationships between brand hate and the two consumer behaviors, i.e., consumer boycott and brand sabotage. These findings enrich the literature on negative consumer-brand relationships and provide managers assistance in developing effective strategies for de-escalating consumers' use of aggressive behaviors in response to brand hate.

Keywords: Brand hate; negative word-of-mouth; personality; consumer boycott; brand sabotage (search for similar items in EconPapers)
Date: 2024-01
Note: View the original document on HAL open archive server: https://hal.science/hal-05111119v1
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Published in Journal of Business Research, 2024, 173 (February 2024), pp.114469. ⟨10.1016/j.jbusres.2023.114469⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05111119

DOI: 10.1016/j.jbusres.2023.114469

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