You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate

Sarkar, Abhigyan; Sarkar, Juhi Gahlot; Sreejesh, S.; Anusree, M. R.; Rishi, Bikramjit

doi:10.1057/s41262-019-00164-8

Cited by 39 publications

(58 citation statements)

References 39 publications

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“…Moreover, its direct transposition into the context of consumer–brand relationships has disadvantages, as it is for brand love (Albert et al , 2009), because it overlooks possible hate forms specific to brands. For example, Sternberg-based conceptualizations of brand hate omit important emotional components beneath this construct such as sadness (Zhang and Laroche, 2020), discontent (Zarantonello et al , 2016) or embarrassment (Sarkar et al , 2020).…”

Section: Theory Of Brand Hatementioning

confidence: 99%

“Fight or flight”: coping responses to brand hate

Bayarassou¹,

Becheur

Valette‐Florence

2020

JPBM

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Purpose This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes. Design/methodology/approach Data are collected from an online survey of a French representative consumer panel where participants were asked to cite a particular brand they hate, and then assess the different constructs tested in the model. Partial least squares structural equation modeling was used for data analysis. Findings The study sheds light on the possible mediators and moderators of brand hate. Particularly, brand betrayal is hypothesized as a mediator between fallacious character of the brand and brand hate. Moreover, the study assesses the impact of narcissism on the relationship between brand hate and desire for avoidance and revenge. Findings show that active brand hate leads to a desire for revenge, whereas passive brand hate positively influences desire for avoidance. Finally, the current research suggests that consumer narcissism fuels desire for revenge on the brand. Originality/value To the authors’ knowledge, this study is the first to integrate brand personality (the fallacious character of the brand) and consumer personality (narcissism). The study describes the mechanism through which brand transgressions activate two response routes to brand hate associated with the desires for revenge and avoidance.

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Section: Theory Of Brand Hatementioning

confidence: 99%

“Fight or flight”: coping responses to brand hate

Bayarassou¹,

Becheur

Valette‐Florence

2020

JPBM

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“…The influence of passion/determination and external disadvantage on consumer responses to brand biographies (Nguyen and Grohmann 2020) The impact of relational drivers on customer brand engagement and brand outcomes (Nyadzayo et al 2020) When fan engagement with sports club brands matters in sponsorship: influence of fanbrand personality congruence (Pradhan et al 2020) Branding destinations: symbolic and narrative representations and co-branding (Rowley and Hanna 2020) You are so embarrassing, still, I hate you less! Investigating consumers' brand embarrassment and brand hate (Sarkar et al 2020) Explaining the theoretical model of place branding: an asset-based approach to regeneration of the historic district of Tehran (Shahabadi et al 2020) Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation (Temprano-García et al…”

Section: Co-creationmentioning

confidence: 99%

Journal of Brand Management: year end review 2020

Powell

2020

J Brand Manag

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“…However, contemporary researchers found consumers neglecting brands when it failed to serve their need for uniqueness (Kauppinen-R€ ais€ anen et al, 2018). The study of nonfunctional cues that can cause a shift in consumer emotions is an important area of inquiry (Sarkar et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

“…exclusivity/uniqueness), it is regarded as an identity loss, thus resulting in brand hate (Hegner et al , 2017). However there is confusion as which personal elements weaken the emotional transition between consumers and brands (Sarkar et al , 2020). This is where we position brand jealousy as a mediating variable to result in arousal of negative consumer-brand relationships.…”

Section: Introductionmentioning

confidence: 99%

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

Kashif

Devrani

Rehman

et al. 2021

JFMM

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PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

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You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate

Cited by 39 publications

References 39 publications

“Fight or flight”: coping responses to brand hate

“Fight or flight”: coping responses to brand hate

Journal of Brand Management: year end review 2020

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

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