Citation link:
Publisher DOI: https://doi.org/10.1504/IJIMA.2023.10056990
https://media.suub.uni-bremen.de/handle/elib/7535
Publisher DOI: https://doi.org/10.1504/IJIMA.2023.10056990

Brand hate and consumers responses: an analysis in the offline and online environment
Authors: | Savelli, Elisabetta ![]() Cioppi, Marco ![]() Hegner, Sabrina ![]() Curina, Ilaria Francioni, Barbara ![]() |
Abstract: | Within the studies investigating the consumer-brand relationships, brand hate has been partially disregarded as a research topic. This paper aims to extend the analysis of the brand hate outcomes by considering both their offline and online nature (i.e., offline/online negative word-of-mouth (NWOM) and offline/online complaining) and by also testing the role of concern for others and venting negative feelings as possible mediators on the relationship between brand hate and both offline/online behavioural outcomes. To reach this objective, structural equation modelling has been employed on a sample of 493 consumers. Findings reveal that concern for others is mainly involved when consumers perform NWOM in the offline context among their friends/family, while venting negative feelings is the main motive in the online context and for complaining to the company. The paper provides managerial implications useful to manage the consumers’ offline/online behaviours in the brand hate context. |
Keywords: | brand hate; consumer behavior; consumer-brand relationship | Issue Date: | 2023 | Publisher: | Inderscience Enterprises | Journal/Edited collection: | International Journal of Internet Marketing and Advertising | Type: | Artikel/Aufsatz | ISSN: | 1477-5212 | Institution: | Hochschule Bremen | Faculty: | Hochschule Bremen - Fakultät 1: Wirtschaftswissenschaften - School of International Business (SiB) |
Appears in Collections: | Bibliographie HS Bremen |
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