Antecedents of brand hate in the fast food industry

Hashim, Sharizal; Kasana, Sheraz

doi:10.1108/sjme-10-2018-0047

Cited by 33 publications

(34 citation statements)

References 81 publications

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“…The emotional consequences of customer sense of betrayal that have been studied in the literature include negative attitude and brand hatred (Hashim & Kasana, 2019), anger (Ma, 2018)…”

Section: Customer Sense Of Betrayal (Sob)mentioning

confidence: 99%

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Nguyen

2021

Innovative Marketing

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The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment.

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“…The emotional consequences of customer sense of betrayal that have been studied in the literature include negative attitude and brand hatred (Hashim & Kasana, 2019), anger (Ma, 2018)…”

Section: Customer Sense Of Betrayal (Sob)mentioning

confidence: 99%

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Nguyen

2021

Innovative Marketing

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“…Seja qual for a origem, as experiências negativas têm sido apontadas em vários estudos como uma das origens do Brand Hate (e.g. Hashim & Kasana, 2019;Joshi & Yadav, 2020;Zarantonello et al, 2016).…”

Section: Antecedentes De Brand Hateunclassified

Antecedentes e Consequências do Brand Hate: Uma revisão da literatura

Silva

Amaro

2021

CBR

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No Marketing, as emoções sentidas por uma pessoa em relação a uma marca são um aspeto de extrema importância, uma vez que afetam a forma como os consumidores se comportam em relação a uma marca. Em particular, as emoções e experiências negativas tendem a ser mais marcantes e são mais suscetíveis a serem divulgadas aos outros. Desta forma, é pertinente para as marcas estudarem o Brand Hate, ou seja, o ódio à marca. Este estudo teve como objetivo fazer uma revisão de literatura sobre os antecedentes e as consequências do Brand Hate. Apresenta, ainda, algumas indicações apontadas por autores para as marcas se reconciliarem com os consumidores e prevenirem o Brand Hate. Este estudo é, assim, de grande importância para as marcas atentarem da importância do Brand Hate, nomeadamente das consequências altamente nefastas e como é que ela poderá surgir.

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“…A boycott is an attempt to protest and express dissatisfaction and disapproval towards an offending party’s actions or policies through refraining from making a selected purchase transaction (Ettenson and Gabrielle Klein, 2005). A boycott can also be a demonstration of the consumer’s support to a particular moral cause or a desire to make a difference (Farah and Newman, 2010; Hashim and Kasana, 2019; Klein et al , 2004; Maher and Mady, 2010). Throughout the years and with the growing number of international transactions, we witness several companies suffer severely from being boycott targets, for reasons far beyond the company’s scope of policies or product features (Farah and Newman, 2010; Klein et al , 2004).…”

Section: Theoretical Background and Proposed Hypothesesmentioning

confidence: 99%

Between love and boycott: a story of dual origin brands

Abdelwahab

Jiménez

Gutiérrez

et al. 2020

SJME

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Purpose This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

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Antecedents of brand hate in the fast food industry

Cited by 33 publications

References 81 publications

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Antecedentes e Consequências do Brand Hate: Uma revisão da literatura

Between love and boycott: a story of dual origin brands

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