Brand hate: a comprehensive approach

• Autor(a) principal: Teixeira, Gonçalo Filipe
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/33502
• topic: Brand hate; Ideological incompatibility; Negative word-of-mouth; Willingness to punish brands; Brand avoidance; Negative brand engagement; Apple; SEM; ANOVA

Nowadays, establishing and maintaining meaningful relationships with consumers is of paramount importance to brands. Despite the sheer volume of research that exists regarding positive feelings towards a brand, there is very little research on the negative side of consumer-brand relationships. That being said, this work focuses on the exploration of the phenomenon of brand hate, through the investigation of its antecedents and outcomes. Additionally, some demographic characteristics, namely age, culture and gender, were observed, in order to assess a possible effect on these constructs. The context of analysis was the brand Apple, as it is considered one of the most valuable brands on the planet. Data was gathered from a sample of 322 individuals, through an online questionnaire survey. Results show that ideological incompatibility is, indeed, an antecedent of brand hate, and that brand hate has a positive relationship with negative word-of-mouth, willingness to punish brands, brand avoidance, and negative brand engagement. Furthermore, it was also confirmed that there are significant differences in negative word-of-mouth and in willingness to punish brands, depending on the gender of the individual. Additionally, gender, as well as age and culture, were seen to have some influence in certain variables of other constructs, such as negative brand engagement.