Phenomenon of brand hate. Behavioral consequences and managerial implications

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Theoretical Background
  • Brand Hate as a Meta-Theoretical Concept.
  • Basic Branding Theory
    • Brands and Consumer-Brand Relationships.
    • Extreme Negative Emotions Towards Brands.
  • Brand Love and Brand Hate
  • Interpersonal Hate
  • Sternberg's Theory of Hate Within a Branding Context
• Methodology
  • Research Method
  • Sample and Data Gathering.
  • Qualitative Content Analysis
• Findings & Discussion
  • The Nature of Brand Hate.
    • Reluctance to Feeling Hate towards Brands.
    • Antecedents of Brand Hate and Dislike
      • Unmet Promises: Service and Product Failure
      • Undesired Self and Reference Group Imagery.
      • Corporate wrongdoings and Moral Incongruity
    • Typical Hate and Dislike Categories and Classification into Sternberg's Typology
  • Behavioral Consequences
    • Brand Avoidance & Negative WOM as Most Common Brand Hate Behaviors.
    • Low Disposition to Engage in Activism and Online WOM.
  • Dynamics of Brand Hate
• Managerial Implications

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis explores the phenomenon of brand hate by conducting in-depth interviews with consumers to understand its nature, consequences, and development over time. Drawing on theories from social psychology and Sternberg's duplex theory of hate, the research aims to provide managerial implications for tackling this issue.

• Nature of brand hate and its distinctions from dislike
• Antecedents of brand hate, including unmet promises, undesired self-image, and corporate wrongdoing
• Behavioral consequences of brand hate, including avoidance, negative word of mouth, and activism
• Dynamics of brand hate development over time
• Managerial implications for mitigating brand hate and its negative effects

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the concept of brand hate and its potential impact on brand equity. It highlights the importance of understanding this phenomenon and outlines the research objectives and methodology.
• Theoretical Background: This chapter provides a comprehensive review of relevant literature, covering theories related to brand hate, consumer-brand relationships, extreme negative emotions, and interpersonal hate. It introduces Sternberg's duplex theory of hate and its application to the branding context.
• Methodology: This chapter details the research methods employed in the study, including the interview approach, participant selection, data gathering techniques, and qualitative content analysis.
• Findings & Discussion: This chapter presents and analyzes the interview data, exploring the nature of brand hate, its antecedents, and its behavioral consequences. It examines the reluctance to feel hate towards brands, the role of unmet promises, undesired self-image, and corporate wrongdoings, as well as the prevalence of brand avoidance and negative word of mouth.
• Managerial Implications: This chapter draws on the research findings to develop practical recommendations for managers aiming to mitigate brand hate and its negative effects. It provides insights into strategies for addressing consumer concerns, building trust, and managing online reputation.

Schlüsselwörter (Keywords)

The central focus of this thesis lies on brand hate, its antecedents, consequences, and managerial implications. Key concepts explored include consumer-brand relationships, extreme negative emotions, brand love, brand avoidance, negative word of mouth, activism, and Sternberg's duplex theory of hate.