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I can’t stop hating you: an anti-brand-community perspective on Apple brand hate
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
University of Porto, Portugal.
Lusíada University, Portugal.
2021 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 30, no 8, p. 1115-1133Article in journal (Refereed) Published
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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2021. Vol. 30, no 8, p. 1115-1133
Keywords [en]
Anti-brand communities, Brand hate, Negative consumer-brand relationships
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-99043DOI: 10.1108/JPBM-10-2019-2621ISI: 000592541600001Scopus ID: 2-s2.0-85096451718Local ID: 2020OAI: oai:DiVA.org:lnu-99043DiVA, id: diva2:1503669
Available from: 2020-11-25 Created: 2020-11-25 Last updated: 2021-12-02Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
Language
  • de-DE
  • en-GB
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  • nn-NB
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  • Other locale
More languages
Output format
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