Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences

Hu, Miao; Qiu, Pingping; Wan, Fang; Stillman, Tyler F.

doi:10.1016/j.jbusres.2018.05.006

Cited by 23 publications

(26 citation statements)

References 51 publications

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“…Currently, more deep conceptualizations of hate within brand relationships (Fetscherin, 2019) have been presented, demonstrating its multidimensionality (Kucuk, 2019) as with other negative consequences like brand avoidance (Odoom et al, 2019). Moreover, there are increasingly new Antecedents and consequences of brand hate insights around negative relationships and its origins, whether its rooted in the brand as a receptor of different emotions from consumers (Hu et al, 2018) or try to go deeply and contextualizes the consumer as an individual with emotions toward a brand (Fetscherin, 2019;Kucuk, 2019). Of great contribution to consumer-brand relationship are the approaches to brand love and brand loyalty concepts (Batra et al, 2012;Carroll and Ahuvia, 2006).…”

Section: Negative Consumer-brand Relationshipsmentioning

confidence: 99%

“…In the context of brand management, consumer negativity and the emergence of brand hate consumer relationships (Bryson et al, 2013;Fetscherin, 2019;Hegner et al, 2017;Hu et al, 2018;Kucuk, 2019;Zarantonello et al, 2018) are increasingly under research and oblige companies to better understand these phenomena. This motivation is additionally justified by the growing power of consumers to positively or negatively influence others (Hegner et al, 2017;Johnson et al, 2011;Kucuk, 2015;Romani et al, 2012a;Veloutsou and Guzm an, 2017;Zarantonello et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Pinto

Brandão

2020

EJMBE

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PurposeThe purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.Design/methodology/approachA survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.FindingsBrand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.Research limitations/implicationsBranding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)Practical implicationsManagerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.Originality/valueThe present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

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Section: Negative Consumer-brand Relationshipsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Pinto

Brandão

2020

EJMBE

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“…As responses become more accommodating to stakeholders, they become more expensive (Stockmyer, 1996): the success of less-accommodative accounts would provide practitioners with lower-cost communication options, but the results of our experiment support the view that companies are perceived as less hypocritical when they develop a remedial CSR activity and when they take responsibility. Given that potential users of nonfinancial disclosure can implement boycotting behaviors if they perceive a loss of corporate legitimacy, research investigating their legitimacy perceptions is important (Kates, 2004;Kozinets, 2002;Hu et al, 2018). Attribution theory predicts that voluntarily reporting negative information is likely to be attributed to a company's honesty (Jahn and Br€ uhl, 2019).…”

Section: Discussionmentioning

confidence: 99%

Hypocrisy and legitimacy in the aftermath of a scandal: an experimental study of stakeholder perceptions of nonfinancial disclosure

Bellucci

Acuti

Simoni

et al. 2021

AAAJ

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PurposeThis study aims to investigate how stakeholders perceive the company's nonfinancial disclosure after a scandal has occurred. More specifically, the authors examine whether and how sustainability reporting practices in the aftermath of a scandal can influence the perceptions of stakeholders in terms of hypocrisy and legitimacy.Design/methodology/approachThe present research represents a companion paper to another study in this issue that investigates the adaptation of companies' reporting behaviors after a scandal. The results of the initial qualitative study informed the subsequent quantitative study developed in this article. The authors build on the evidence of the main paper and perform a 2 × 2 between-subjects experiment to examine how stakeholders perceive the actions of companies that aim to restore their eroded legitimacy through social, environmental and sustainability (SES) reporting.FindingsThe results suggest that when companies take responsibility and develop remedial, socially responsible corporate activities are perceived as less hypocritical and more legitimate. Moreover, we show an interaction effect between taking responsibility and developing remedial socially responsible actions on hypocrisy and legitimacy perception.Originality/valueThe present research takes advantage of an experimental design to investigate the effects of the adaptation of SES reporting from the perspective of stakeholders. The study provides insightful theoretical and practical implications for managers regarding how to handle a reputational loss and avoid perceptions of hypocrisy.

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“…Recent research in marketing has also examined the coping mechanisms of rejected consumers (Hu, Qiu, Wan, & Stillman, 2018; Wang & Ding, 2017; Ward & Dahl, 2014). Ward and Dahl (2014) found that customers engaged in affiliative behaviors when being rejected by a desirable luxury brand to reaffirm their sense of self.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Wang and Ding (2017) found that rejection did not impair consumers' commitment to a rejecting brand if that brand had high brand awareness and prestige (e.g., a luxury brand). Finally, research finds that when brand rejection is perceived to be legitimate, consumers rate the aspirational brand more favorably (Hu et al, 2018). These findings suggest that consumer responses to brand rejection can vary considerably depending on situational and individual factors.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Xian

Loken

Wang

2020

J of Consumer Behaviour

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Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.

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Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences

Cited by 23 publications

References 51 publications

Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Hypocrisy and legitimacy in the aftermath of a scandal: an experimental study of stakeholder perceptions of nonfinancial disclosure

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

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