Anti‐consumption in the context of brand relationships

Fetscherin, Marc; Kc, Raghabendra P.

doi:10.1002/jsc.2386

Cited by 8 publications

(13 citation statements)

References 48 publications

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“…In addition to the amplification of cool brand hate, the current research establishes that negative transmission can also be associated with a lack of brand hate or strong feelings toward the brand. This contrasts with previous anti-branding literature, which has explored brand hate and intense negative emotions as motivators for engaging in anti-branding (Zarantonello et al, 2016;Fetscherin and KC, 2021). The results of the current research suggest that as well as not requiring brand hate, negative transmission can be a form of anti-branding that targets brands that the transmitter feels ambivalent or even positively toward.…”

Section: Discussioncontrasting

confidence: 99%

“…The behavioral outcomes of this form of amplified brand hate are congruent with the intensity of this emotion and can involve publicly attacking the brand and anti-brand activism (Zhang and Laroche, 2021). As the intensity of brand hate increases, so too do consumers’ volume and intensity of anti-branding efforts (Fetscherin and KC, 2021).…”

Section: Brand Hate and Anti-branding Onlinementioning

confidence: 99%

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Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research. Findings The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons. Originality/value Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

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Section: Discussioncontrasting

confidence: 99%

Section: Brand Hate and Anti-branding Onlinementioning

confidence: 99%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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“…Emotions are defined as “a complex reaction pattern, involving experiential, behavioral and physiological elements by which an individual attempts to deal with a personally significant matter or event” ( emotion—APA Dictionary of Psychology , no date). In terms of consumer–brand relationships, brand hate is the strongest negative emotion toward a brand that a consumer can experience (Fetscherin & Kc, 2021). Therefore, since the induction of this concept, researchers have explored both unidimensional (e.g., Hegner et al., 2017) as well as multidimensional (e.g., Kähr et al., 2016; Romani et al., 2015) nature of brand hate.…”

Section: Results Of Systematic Literature Review and Thematic Analysismentioning

confidence: 99%

Brand hate: A systematic literature review and future research agenda

Yadav

Chakrabarti

2022

Int J Consumer Studies

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With the upsurge in academia’s interest in understanding the feeling of hatred toward brands in recent years, there is a need to consolidate the relevant literature. Through this study, the authors provide a systematic review of the extant literature on brand hate and shed light upon future research directions. The comprehensive review subsumes a rigorous analysis of peer‐reviewed articles using the stimulus‐organism‐response model to delineate the extant literature. This study also advances a conceptual framework to facilitate the understanding of consumers’ hatred for brands. Finally, the study utilizes theory, context, characteristics, method framework to outline future research agenda and offers valuable implications for practitioners.

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“…Under this paradigm, shrewd businesses must use their brands to engage with society by addressing social, economic and environmental challenges (Jim enez-Zarco et al, 2014). While maintaining positive consumer-brand relationships is vital, recent studies have uncovered that the effects of negative brand sentiment due to brand "wrongdoing" have become more prevalent in disrupting consumerbrand relationships (e.g., Fetscherin and Kc, 2021;Jabeen et al, 2022). This is largely because the consumer-brand interaction is no longer defined purely by purchase or consumption (Ndhlovu and Maree, 2022;Tsimonis and Dimitriadis, 2014); indeed, businesses are now vulnerable to negative sentiment delivered via electronic word of mouth on multiple digital and social channels, regardless of whether they decide to use these channels to engage with their customers.…”

Section: Introductionmentioning

confidence: 99%

“…Under this paradigm, shrewd businesses must use their brands to engage with society by addressing social, economic and environmental challenges (Jiménez-Zarco et al ., 2014). While maintaining positive consumer–brand relationships is vital, recent studies have uncovered that the effects of negative brand sentiment due to brand “wrongdoing” have become more prevalent in disrupting consumer–brand relationships (e.g., Fetscherin and Kc, 2021; Jabeen et al ., 2022).…”

Section: Introductionmentioning

confidence: 99%

Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

Shimul

Faroque

Cheah

2023

IJBM

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PurposeThis research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.Design/methodology/approachData were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.FindingsThe findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.Practical implicationsResults suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.Originality/valueTo the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

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Anti‐consumption in the context of brand relationships

Cited by 8 publications

References 48 publications

Transmission of negative brand-relevant content on social media

Transmission of negative brand-relevant content on social media

Brand hate: A systematic literature review and future research agenda

Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

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