I can't stop hating you: an anti-brand-community perspective on apple brand hate

• Type: Article in International Scientific Journal
• Date: 2021

Authors

Rodrigues, C (Author) Other; Amélia Brandão (Author) FEP; Rodrigues, P (Author) Other

Journal

Title: Journal of Product and Brand Management

Vol. 30 No. 8

Pages: 1115-1133

ISSN: 1061-0421

Publisher: Emerald

Indexing

ISI Web of Knowledge - 85 Citations

Scopus - 93 Citations

Other information

Authenticus ID: P-00T-185

DOI: 10.1108/jpbm-10-2019-2621

Abstract (EN): Purpose This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate. Design/methodology/approach The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling. Findings The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple. Originality/value This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 19