From Loyal to Saboteur: The impact of Aggression on Consumer-Brand Relationships

Abstract

Purpose: This study examines the phenomenon of consumer brand sabotage (CBS), with a particular emphasis on exploring the relationships between aggressive personality traits and intentions to engage in CBS. This study specifically investigates that how hostility, rage, physical aggression, verbal aggression, and customer brand sabotage intentions are interrelated. The study's objective is to provide details on the motivations and actions of those who deliberately take action to harm a brand by eroding consumer associations.
 Design/Methodology/Approach: Data for the study comprises a sample of 178 Pakistani university students using survey questionnaires. In order to assess aggressive personality traits, the (Buss and Perry, 2002) aggression scale was used, as well as a scale developed by (Kähr, 2016) and colleagues to gauge customer brand sabotage intentions. In addition, we considered control variables like age, gender, and education.
 Findings: There is a direct link between hostility and customer brand sabotage intentions. Anger and customer brand sabotage intentions were found to have a similar positive and significant relationship. Contrary to expectations, however, verbal or physical aggression was not significantly correlated with customer brand sabotage intentions.
 Implications/Originality/Value: This study makes recommendations for brand managers and marketers that emphasize the importance of understanding and preventing consumer brand sabotage. Furthermore, the paper argues that avoiding CBS might not be immediately compatible with techniques for handling verbal and physical aggression, necessitating the development of novel approaches.