The dark side of the brand and brand hate: a review and future research agenda
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10198/29290 |
Resumo: | The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus andWeb of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research. |
id |
RCAP_c04ef917de7e755e252a899468c05b98 |
---|---|
oai_identifier_str |
oai:bibliotecadigital.ipb.pt:10198/29290 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
The dark side of the brand and brand hate: a review and future research agendaBrand hateConsumer behaviorResearch opportunitiesNegative emotionsConsumer relationshipNarrative-oriented literature reviewThe present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus andWeb of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.MDPIBiblioteca Digital do IPBWalter, CíceroVale, Vera TeixeiraAu-Yong-Oliveira, ManuelVeloso, Cláudia M.Sousa, Bruno Miguel2024-01-23T11:33:24Z20232023-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10198/29290engWalter, Cícero; Vale, Vera Teixeira; Au-Yong-Oliveira, Manuel; Veloso, Cláudia M.; Sousa, Bruno Barbosa (2023). The dark side of the brand and brand hate: a review and future research agenda. Administrative Sciences. eISSN 2076-3387. 13:11, p. 1-1910.3390/admsci131102342076-3387info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-14T01:18:02Zoai:bibliotecadigital.ipb.pt:10198/29290Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:56:40.807749Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The dark side of the brand and brand hate: a review and future research agenda |
title |
The dark side of the brand and brand hate: a review and future research agenda |
spellingShingle |
The dark side of the brand and brand hate: a review and future research agenda Walter, Cícero Brand hate Consumer behavior Research opportunities Negative emotions Consumer relationship Narrative-oriented literature review |
title_short |
The dark side of the brand and brand hate: a review and future research agenda |
title_full |
The dark side of the brand and brand hate: a review and future research agenda |
title_fullStr |
The dark side of the brand and brand hate: a review and future research agenda |
title_full_unstemmed |
The dark side of the brand and brand hate: a review and future research agenda |
title_sort |
The dark side of the brand and brand hate: a review and future research agenda |
author |
Walter, Cícero |
author_facet |
Walter, Cícero Vale, Vera Teixeira Au-Yong-Oliveira, Manuel Veloso, Cláudia M. Sousa, Bruno Miguel |
author_role |
author |
author2 |
Vale, Vera Teixeira Au-Yong-Oliveira, Manuel Veloso, Cláudia M. Sousa, Bruno Miguel |
author2_role |
author author author author |
dc.contributor.none.fl_str_mv |
Biblioteca Digital do IPB |
dc.contributor.author.fl_str_mv |
Walter, Cícero Vale, Vera Teixeira Au-Yong-Oliveira, Manuel Veloso, Cláudia M. Sousa, Bruno Miguel |
dc.subject.por.fl_str_mv |
Brand hate Consumer behavior Research opportunities Negative emotions Consumer relationship Narrative-oriented literature review |
topic |
Brand hate Consumer behavior Research opportunities Negative emotions Consumer relationship Narrative-oriented literature review |
description |
The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus andWeb of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023 2023-01-01T00:00:00Z 2024-01-23T11:33:24Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10198/29290 |
url |
http://hdl.handle.net/10198/29290 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Walter, Cícero; Vale, Vera Teixeira; Au-Yong-Oliveira, Manuel; Veloso, Cláudia M.; Sousa, Bruno Barbosa (2023). The dark side of the brand and brand hate: a review and future research agenda. Administrative Sciences. eISSN 2076-3387. 13:11, p. 1-19 10.3390/admsci13110234 2076-3387 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
MDPI |
publisher.none.fl_str_mv |
MDPI |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799137054893801472 |