I love to hate you: Loyalty for disliked brands and the role of nostalgia

Demirbag-Kaplan, Melike; Yıldırım, Cansu; Gulden, Selin; Aktan, Damla

doi:10.1057/bm.2015.10

Cited by 36 publications

(18 citation statements)

References 91 publications

(129 reference statements)

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“…Limited studies on dislike have answered why consumers dislike a specific brand or its products (Aggarwal & Mcgill, 2012), and what makes a consumer stay loyal to a brand despite disliking it (Demirbag- Kaplan et al, 2015).…”

Section: Dislikementioning

confidence: 99%

Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

108

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Emotions have a compelling and strong effect on individuals actions and behaviours. They are elicited in consumers during the decision‐making process through brand‐related stimuli. Negative emotions towards a brand can translate directly into actions against it, for instance, propagating negative word of mouth, avoidance and vengeance. Although scholars have conducted consumer–brand relationship (CBR) research for over 20 years, our understanding of negative emotions is still limited. Research in the consumer–brand relationship domain so far has predominantly focused on positive emotions and its constructs. However, with a recent surge in the studies on negative emotions in the consumer–brand relationship domain, a systematic review is essential to identify, evaluate and synthesize the extant literature. Using a citation‐based search, we analyse 55 articles in the literature to achieve three objectives: primarily to illustrate the evolution and growth of negative emotions in the consumer–brand relationship using the seminal article by Fournier (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’ as the base paper. Further, the study aims to identify uncharted negative emotions in consumer–brand relationship literature by integrating it with the hierarchical theory of emotions article and finally, it suggests future research in unexplored and underexplored negative emotions.

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Section: Dislikementioning

confidence: 99%

Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

108

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“…These studies have provided an understanding of the antecedents and outcomes of brand hate (Bryson, Atwal, & Hultén, 2013;Hegner , Fetscherin, & van Delzen, 2017) alongside its multidimensionality (Zarantonello et al, 2016), how brand hate evolves over time (Zarantonello et al, 2018), how it is related to certain personality traits (Kucuk, 2019), and that there are different types of brand hate (Fetscherin, 2019). However, the literature also outlines milder emotional responses such as brand dislike (Alba & Lutz, 2013;Demirbag-Kaplan, Yildirim, Gulden, & Aktan, 2015;Romani, Grappi, & Dalli, 2012), brand avoidance, brand switching (Gelbrich, 2010;Hogg, Banister, & Stephenson, 2009;Kavaliauskė & Simanaviči utė, 2015;Lee et al, 2009b), or complaining (Halstead & Page, 1992).…”

Section: Need For a Unified Modelmentioning

confidence: 99%

Anti‐consumption in the context of brand relationships

Fetscherin

2021

Strategic Change

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This paper presents a conceptual framework that outlines the various brand relationships consumers have with a special focus on negative brand relationships, and those that relate to anti‐brand behaviors. Based on the empathy map, the framework consists of four main parts: how consumers think (share of mind) and feel (share of the heart) about brands, which in turn affect what consumers say (share of voice) and do (share of wallet) with the brands. The framework combines more than 40 branding concepts into one comprehensive, coherent, unified and easy‐to‐understand framework where concepts are categorized by their degree of intensity.

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“…Our study identified, described and defined the phenomenon of non-collaborative co-creation to clarify the process by which brand meanings can be subverted during co-creation. In particular, we conceptualised two forms of co-creation: brand play as the playful parodying of brand meanings, as suggested by Fournier and Avery (2011), and brand attack as the expression of negative emotions or even hate for the brand, as identified by Demirbag-Kaplan et al (2015) and Hegner et al (2017). Our study joins a small number of others to explicitly analyse the effect of negative co-creation, for example, those by Echeverri, and Skalen (2011), Gebauer et al (2013) or Greer (2015).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

Kristal

Baumgarth

Henseler

2018

JPBM

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Purpose-This paper aims to investigate the ways in which "non-collaborative co-creation" can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either "brand play" or "brand attack" and is executed either by established artists or mainstream consumers. Design/methodology/approach-A 2 � 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers' perception of brand equity before and after exposure to purpose-designed co-created treatments. Findings-Non-collaborative co-creation has a negative effect on observers' perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions. Research limitations/implications-Future research could usefully investigate the relative susceptibility of brands to non-collaborative cocreation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation. Practical implications-Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play. Originality/value-This study offers a more complete insight into the effect of non-collaborative co-creation on observers' perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

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I love to hate you: Loyalty for disliked brands and the role of nostalgia

Cited by 36 publications

References 91 publications

Negative emotions in consumer brand relationship: A review and future research agenda

Negative emotions in consumer brand relationship: A review and future research agenda

Anti‐consumption in the context of brand relationships

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

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