PurposeDespite the growing competition between higher education institutions and the empirical evidence that the brand is a relevant determinant of consumer preference, research studies on negative consumer–brand relationships (CBRs) are still scarce. Thus, this research intends to fill this gap, determining the antecedents of brand hate in educational institutions and identifying gender differences regarding the determinants of brand hate.Design/methodology/approachA survey was carried out with 450 current students from higher education institutions. The proposed model was tested using partial least squares structural equation modeling (PLS-SEM) in SmartPLS3.FindingsAccording to the results, previous negative experiences are the most significant driver of brand hate, with higher emphasis on male students. In this sense, investment in customer experience management (CXM) consists of a relevant strategy for higher education institutions. It was also observed that female students develop hate for ideological incongruity (ethical/moral behavior) and symbolic incongruence (lack of brand identity), revealing unprecedented facets of the phenomenon.Originality/valueThis research extends the studies’ negative CBRs to educational institutions. It explores gender differences related to brand hate; a topic not explored before, but that enables a targeted approach of brand strategies. Finally, it provides managerial implications allowing the strategy to reduce negative CBRs and their consequences in educational institutions.
Esta pesquisa investiga os fatores que levam a persistência de estudantes do ensino médio e universitário a partir dos conceitos de apego e ódio à marca e seus determinantes (Hegner et al. 2017), recorrendo a metodologia survey para aplicar um questionário aos alunos do Instituto Federal de Minas Gerais (IFMG), campus Ouro Preto, para verificar a relação destes com a marca da instituição. Recorreu-se também ao modelo de retenção e evasão de alunos de Tinto (1975, 1993, 1997) e Rovai (2003). Conforme a hipótese deste trabalho, a experiência passada negativa, a incongruência simbólica e a incompatibilidade ideológica levam ao ódio à marca, reduzindo a intenção de persistir. Já o apego reduz o ódio e aumenta a persistência à marca, de modo que a persistência dos alunos do IFMG resulta de fatores pré (habilidades e nível socioeconômico) e pós a admissionais do aluno (organização do curso e suporte acadêmico-institucional) e também da relação (ódio ou apego) que desenvolvem com a marca. Assim, a relação do aluno com a marca pode levar à evasão ou persistência no curso. A pesquisa, assim, permite reflete sobre a evasão e/ou persistência escolar por meio da Administração e do valor da marca, pois a qualidade do vínculo dos alunos com a escola envolve a maneira como estes veem e constroem uma identificação com a escola. Palavras-chave: persistência escolar, ódio à marca, apego à marca, administração.
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