Purpose
The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.
Design/methodology/approach
A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.
Findings
Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation).
Originality/value
This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.
a b s t r a c tThe present study investigates the role of process and social oriented smartphone usage, emotional intelligence, social stress, self-regulation, gender, and age in relation to habitual and addictive smartphone behavior. We conducted an online survey among 386 respondents. The results revealed that habitual smartphone use is an important contributor to addictive smartphone behavior. Process related smartphone use is a strong determinant for both developing habitual and addictive smartphone behavior. People who extensively use their smartphones for social purposes develop smartphone habits faster, which in turn might lead to addictive smartphone behavior. We did not find an influence of emotional intelligence on habitual or addictive smartphone behavior, while social stress positively influences addictive smartphone behavior, and a failure of self-regulation seems to cause a higher risk of addictive smartphone behavior. Finally, men experience less social stress than women, and use their smartphones less for social purposes. The result is that women have a higher chance in developing habitual or addictive smartphone behavior. Age negatively affects process and social usage, and social stress. There is a positive effect on self-regulation. Older people are therefore less likely to develop habitual or addictive smartphone behaviors.
According to one market research, fitness or running apps are hugely popular in Germany. Such a trend prompts the question concerning the factors influencing German users' intention to continue using a specific fitness app. To address the research question, the expanded Technology Acceptance Model (with the addition of trust, social influence, and health valuation) was tested with 476 German users of fitness apps. Structural equation modeling results reveal that respondents' intention to continue using a specific fitness app is predicated on three factors, namely perceived ease of use, perceived usefulness, and injunctive social norm. Trust in the app developer and descriptive social norm do not have statistically significant effects on repeat usage intention, but they (alongside perceived ease of use and descriptive social norm) both influence users' perception of a fitness app's usefulness. Furthermore, ease of use and both injunctive and descriptive social norms significantly contribute to users' trust in a fitness app developer.
Purpose
Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand. Further, the influence of brand love on brand forgiveness is proven. Additionally, this research investigates the influence of involvement with the product category on the proposed relationship.
Design/methodology/approach
A survey (N = 274) was used to test the model in the context of fashion industry with the help of a convenience sample. Exploratory factor analysis, confirmatory factor analysis and (multi-group) structural equation modelling techniques assessed the proposed model.
Findings
Results show that the proposed model gives valuable insights to brand love, where involvement serves as a moderator. While the attitude towards loving a brand has a strong influence on brand love for both high and low involved consumers, affordability only plays a minor role for experiencing brand love. Subjective norm is found to facilitate brand love for high-involved consumers, while propensity to anthropomorphise leads to higher brand love for low involved consumers.
Originality/value
This paper demonstrates the applicability of the theory of planned behaviour to a consumer–brand relationship context. This adds to a deeper theoretical understanding of the managerially relevant construct of brand love. Further, the study demonstrates that brand lovers are more forgiving in times of disappointment. Introducing involvement into the research model provides valuable insights into the processes underlying brand love.
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