Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Kohli, Harpuneet Singh; Khandai, Sujata; Yadav, Renu; Kataria, Sonia

doi:10.1142/s1793993321500071

Cited by 6 publications

(10 citation statements)

References 67 publications

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“…The findings reflect functional incongruence as a major stimulus for consumers’ negative attitudes such as dissatisfaction and brand hate ( Chon and Olsen, 1991 ; Islam et al, 2019 ). Researchers have always talked about consumers’ preferences and likely attitudes toward utilitarian aspects of products, and this study supports the notion that the functional aspects are still important for shaping consumers behaviors and emotions ( Kohli et al, 2021 ). This is even true in technological products.…”

Section: Discussionsupporting

confidence: 79%

Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach

Attiq

Hamid

Shah³

et al. 2022

Front. Psychol.

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Consumer well-being is a micromarketing concept that emphasizes on contributions of marketing activities in social welfare. The major objective of the current study is to analyze the impact of self-incongruence on brand dissatisfaction, brand hate, and consumer well-being. This study has utilized the Self-incongruity Theory and the Stimulus-Organism-Response model to test the impact of self-incongruity on anti-consumption and consumer voice behaviors, and subsequent effects on consumer well-being. Data were collected from young consumers of technology products from major cities of Pakistan. A total of 592 consumers answered a paper-and-pencil questionnaire using purposive sampling technique. The data were analyzed by partial least square structural equation modeling. The findings of this study reveal that functional and symbolic incongruity predict brand hate and dissatisfaction, which is positively related with brand retaliation. Brand retaliation is negatively related with consumer well-being. This study offers implications for product designers, marketers, advertisers and other stakeholders to improve congruence between what young consumers of technology products expect and what brands are offering to mitigate negative attitudes and behaviors and increase consumer well-being.

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Section: Discussionsupporting

confidence: 79%

Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach

Attiq

Hamid

Shah³

et al. 2022

Front. Psychol.

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“…In an investigation they conducted, Bae and Kim (2023) found that brand experience affects brand love, and brand love, in turn, affects brand loyalty. They also found that brand experience affects brand loyalty, and brand love influences the relationship between brand experience and brand loyalty, which coincides with what has already been mentioned by Kohli, Khandai, Yadav, and Kataria (2021).…”

Section: Trademark Influence and Brand Experience On Consumer's Loyal...supporting

confidence: 85%

“…For their part, Kohli, Khandai, Yadav, and Kataria (2021) point out that brand love is an aspect of the brand that currently attracts much attention. However, there needs to be more in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty in research conducted in the fashion apparel sector in India.…”

Section: Trademark Influence and Brand Experience On Consumer's Loyal...mentioning

confidence: 99%

Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands

Valenzuela Quintero,

Bellon Álvarez

2023

myn

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This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.

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“…The media at large can then reach other consumers, rendering more significant these negative feelings toward the brand. Brand hate, therefore, plays a role in determining the brand's future (Kohli et al, 2021). This active negative behavior may lead to decisive action against the brand by protesting in public (Bayarassou et al, 2020).…”

Section: 4mentioning

confidence: 99%

The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

Rahimah

Dang

Nguyen

et al. 2022

JPBM

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Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies. Design/methodology/approach Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square. Findings This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively. Originality/value The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

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Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Cited by 6 publications

References 67 publications

Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach

Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach

Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands

The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

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