Customer-brand disidentification: Conceptualization, scale development and validation

Anaza, Nwamaka A.; Saavedra, José Luis; Hair, Joe F.; Bagherzadeh, Ramin; Rawal, Monika; Osakwe, Christian Nedu

doi:10.1016/j.jbusres.2021.03.064

Cited by 28 publications

(31 citation statements)

References 94 publications

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“…Scholars (Suyanto et al , 2019; Kumar et al , 2017) have also found that service quality is a major catalyst of customer emotions regarding a brand. Hence, brand dissatisfaction occurs when the overall evaluation and perception of a brand’s performance fails to meet the expectations of the consumer regarding the service quality of that brand (Van Ryzin, 2013; Anaza et al , 2021; Hegner et al , 2017; Lee et al , 2009). Moreover, previous marketing research has shown that poor service quality frequently results in customer complaints, switching intents and exits (Zeithaml et al , 1996; Sabiote and Roman, 2009).…”

Section: Literature Reviewmentioning

confidence: 99%

Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

Attiq

Hasni

Zhang

2022

JCM

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Purpose This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses. Design/methodology/approach This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data. Findings This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers. Originality/value The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.

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Section: Literature Reviewmentioning

confidence: 99%

Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

Attiq

Hasni

Zhang

2022

JCM

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“…Aggregator themes set as prompts in Taguette (Table 1) were devised through three commonly used constructs in advertising research, which are attitude toward the advertisement, attitude toward the brand and purchase intention toward the brand (Bergkvist and Rossiter, 2015). There was also consideration given to prompts related to customer brand dissatisfaction, a breakdown of consumer-brand relationships that may be associated with the social action message (Anaza et al , 2021).…”

Section: Methodsmentioning

confidence: 99%

Social action advertising: motivators and detractors in cause-oriented behaviors

Mueller

2023

JSOCM

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Purpose It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good. Design/methodology/approach Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020. Findings Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad. Research limitations/implications This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience. Originality/value This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).

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“…The greater this distaste, disapproval and disparagement concerning the irresponsible conduct of the brand, the more these dissatisfied consumers aim to alert others in their own interest, challenging the brand to modify its misbehavior. The dis-identification theory emphasizes that customer-brand dis-identification is a significant factor in the collapse of consumer-brand relationships and a reason for consumers' turning against a brand (Anaza et al, 2021). Some social-action strategies for copingsuch as jointly protesting with a group of supportersmay, thus, reflect their complaints toward the brand (Zarantonello et al, 2016).…”

Section: The Effects Of Negative Word-of-mouthmentioning

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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Customer-brand disidentification: Conceptualization, scale development and validation

Cited by 28 publications

References 94 publications

Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

Social action advertising: motivators and detractors in cause-oriented behaviors

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

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