Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

Abstract

This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...

Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model

“…Researchers agree that brand hate generated due to anger, disgust, and disappointment negatively affects consumer buying patterns, which leads to different behavioral responses like distraction ( Sampedro, 2017 ). Previous studies have confirmed that brand hate mediates the relationship between brand transgressions and anti-brand activism ( Romani et al, 2015 ), between brand avoidance and brand equity ( Abid and Khattak, 2017 ), and between perceived betrayal and anti-brand action ( Lee et al, 2013 ). Based on the above literature, we hypothesize that:…”

“…In certain conditions, similarity to competitor offer also generates a feeling of unwantedness thus generating a negative brand relationship. Sternberg (2003) found that negative emotions lead toward hate, which in turn has adverse effects on brand equity ( Abid and Khattak, 2017 ). If a brand fails to meet customer requirements, it creates a negative impact that further adversely affects brand equity.…”

“…Negative consumer emotions toward a brand, such as disregard, dislike, loath, and hate ( Sampedro, 2017 ), and disliking and hate ( Delzen, 2014 ), can vary in intensity. Kucuk (2019a) identifies three levels of brand hate: cold brand hate, cool brand hate, and hot brand hate and stated that these are the most intense level of negative feelings that a consumer experiences about a brand ( Romani et al, 2012 ; Bryson et al, 2013 ; Abid and Khattak, 2017 ; Sarkar and Sarkar, 2017 ; Sampedro, 2017 ). Sternberg (2003) discussed hate in terms of three dimensions, repulsion and disgust, anger and fear, and devaluation through contempt.…”

“…In contrast to the concept of love, the concept of hate has not received sufficient attention in the literature ( Abid and Khattak, 2017 ). Sternberg (2003) argues that there are many causes of hate and that hate is usually followed by several violations.…”

Consumer’s Purchase Intentions towards Automobiles in Pakistan

“…The data was then analyzed on the SPSS software to run the regression for the purpose of finding the impact of predictors on the response variable. The equation formed on the basis of the proposed framework is :- To examine the combined effect of Predictors on the dependent variable, the analysis of variance test is used [21]. Table 3 is the ANOVA model which comprises of the variance analysis between after sale service, price, product, brand loyalty, product quality and purchase intentions.…”