The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

Yuan, Yuan; Lei, Ming

doi:10.4236/ojbm.2017.51013

Cited by 6 publications

(4 citation statements)

References 21 publications

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“…Attachment to the brand is based on the interests of the consumer being met (Yuan and Lei, 2017) as well as the consumers’ self-concept (Park and Maclnnis, 2006). The former is derived from functional value, and product performance and the later originates from a strong link between the brand and the consumers’ self-concept.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Negative outcomes of positive brand relationships

Jain

Sharma

2019

JCM

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Purpose This paper aims to understand how strong brand attachment can intensify the feeling of perceived betrayal, leading to brand hate after a negative experience with the brand. The study further investigates how consumers make causal attributions for negative experiences when strong brand attachment exists. The moderating effect of a narcissistic personality in the dissemination of negative electronic word of mouth (eWOM) following brand hate is also tested. Design/methodology/approach The study uses a within-the-subject repeated measures experimental design. A total of 202 college students were exposed to two treatments (high versus no brand attachment), involving a situation of product failure of a smart phone brand. A total of 135 responses were used to compare the outcomes of the two treatments using multivariate analysis. The data of high brand attachment treatment (N = 202) were used to test the proposed research model using partial least square-structural equation modelling. Findings The results suggest that having a strong positive relationship with the brand can generate stronger feelings of perceived betrayal and brand hate after the brand transgresses the consumer’s expectations. The results indicate that resentful customers can resort to eWOM after feeling betrayed, even though the prior relationship with the brand was strong. Originality/value This paper extends the work on perceived betrayal to study brand hate and proposes that brand hate can arise even if there is a strong brand attachment. It contributes to the growing body of literature on brand hate and its possible antecedents. Additionally, the study poses some crucial managerial implications for the brand managers by suggesting that strong brand relationships not always ensure loyalty or commitment and can lead to consequences that are damaging for the brand equity.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Negative outcomes of positive brand relationships

Jain

Sharma

2019

JCM

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“…A review of the research on attachment styles in marketing (David & Bearden, 2017; Japutra, 2020; Japutra et al, 2018; Mende et al, 2019; Mende & Bolton, 2011; Pozharliev, De Angelis, et al, 2021; Swaminathan et al, 2009; Thomson et al, 2012; Whelan & Dawar, 2016; Yuan & Lei, 2017) reveals that this perspective of looking for hidden narratives behind consumers' overt behaviour to start or end relationships is only upheld at the beginning of potential discoveries.…”

Section: Discussionmentioning

confidence: 99%

Attachment styles and customers' long‐term relationships in a service context

Frydman

Tena²

2022

Int J Consumer Studies

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The main objective of this study is to use attachment styles theory to explore long-term relationships in a service context using the mobile market as a case study. Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. This theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables. Commitment and trust, as constructs of any relationship, were employed as the mediating variables, while intention to stay and cooperation were adopted as the dependent variables, as indicators of long-term commercial relationships. A random sample of 1024 members of an online panel participated in the online survey. Structural equation modeling was performed to measure the validity of the constructs through confirmatory factor analysis, and to assess the hypothesized model as a single theoretical structure using path analysis. Associations were found between most of the study variables. Significant mediation effects were found between attachment styles and long-term relationship indicators, intention to stay, and cooperation, with trust and commitment as the mediators. This study employs a unique theoretical model that has not been previously tested. The model and findings demonstrate that primary psychological structures play a role in creating and maintaining long-term relationships.

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“…In response to their negative feelings and irritating brand behaviors (e.g. repetitive content, frequent placements, misleading messages), consumers might develop anti-brand behaviors (Tuhin, 2019;Yuan & Lei, 2017;Zarantonello et al, 2016) including brand avoidance and revenge behavior (Grégoire et al, 2009). According to Grégoire et al (2009) and Kucuk (2021), a desire for avoidance is more passive, comparing to a desire for revenge.…”

Section: Introductionmentioning

confidence: 99%

Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment

Sajjanit

2023

CBSJ

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Previous studies commonly examined the positive aspects of consumer-brand relationships and positive reactions toward brands. Specifically, fewer researchers have explored negative consumer sentiment toward brands on social networking sites (SNSs). The current study attempts to fill this knowledge gap. It aims to explore the effect of firms' irritating brand behaviors on SNSs on consumers' anti-brand behaviors through their negative feelings i.e., perceived irritation and brand hate. This study used mixed-method research including qualitative interviews and a quantitative survey. The findings indicated that irritating brand behaviors on SNSs significantly develop consumers' negative sentiments including irritation and hateful feelings. Consequently, consumers engage in anti-brand behaviors i.e., brand avoidance and revenge behavior. The study encourages practitioners to design communication strategies on social media platforms in a way in which consumers' negative feelings are minimized.

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The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

Cited by 6 publications

References 21 publications

Negative outcomes of positive brand relationships

Negative outcomes of positive brand relationships

Attachment styles and customers' long‐term relationships in a service context

Consequences of Irritating Brand Behavior on Social Media: Examining Negative Consumer Sentiment

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