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Theory of Brand Hate

This presentation delves into the unexplored realm of brand hate, analyzing outcomes, emotions, and consumer responses. Explore seven types of brand hate, from cool dislike to seething anger, shedding light on factors like commitment, negativity, and retaliation. Discover the psychological underpinnings and implications of brand hate in consumer-brand relationships.

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Theory of Brand Hate

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  1. Theory of Brand Hate Professor Marc Fetscherin Director, Department of Business Rollins College, USA Presentation for 5th International Consumer Brand Relationships Conference

  2. Agenda • Introduction • Literature Review • Theory of Hate • Results • Conclusion and Limitations

  3. Most research on positive emotions • Most research focuses on the positiveconsumer emotions • brand satisfaction or loyalty (Bloemerand Kasper, 1995) • brand attachment (Thomson, MacInnis, & Park, 2005) • brand passion (Albert et al.,2012) • brand romance (Patwardhan & Balasubramanian, 2011) • brand resonance (e.g. Keller, 2009) • brand love (Batra, Ahuvia,& Bagozzi, 2012, Fetscherin, 2015)

  4. 93% of hate one brand • 93%    • People heat a brand

  5. Agenda • Introduction • Literature Review • Theory of Hate • Results • Conclusion and Limitations

  6. Literature Review • Branding research on: • brand avoidance (Lee, 2008; Lee et al. 2009) • brand rejection (Sandikci & Ekici, 2009) • brand opposition (Wolter et al. 2016) • brand revenge (Zourrig et al. 2009) or retaliation (Gregoire & Fisher, 2006) • brand divorce (Sussan, Hall and Meamber, 2012) • brand sabotage (Kähr, et al. 2016) • brand dislike (Dalli et al., 2007) • Most are outcome/behaviors • Very few studies focus on ‚brand hate‘ construct (Kucuk, 2008; Krishnamurthy & Kucuk, 2009, Bryson et al., 2010, Zarantonello et al., 2016, Hegner, Fetscherin, and van Delzen, 2017).

  7. Outcome of Brand Hate • brand sabotage (Kähr, et al. 2016) Brand Dislike vs. Brand Hate Behavioral Outcomes Fighting Strategy Take a Flight Strategy Indirect Vengeance (Negative word of mouth) No Vengeance Direct Vengeance Brand Avoidance or Brand Switching* Private Complaining (weak) Public Complaining (strong) Brand Revenge (long term) Brand Retaliation (short term) Willingness to hate $ (WTH) Other terms used * Nenycz-Thiel and Romaniuk, (2011) used the term ‘brand rejection’ for brand avoidance. ** Wolter et al., (2015) used ‘brand opposition’ which is a combination of brand avoidance and nWOM. *** All outcome then lead to what Sussan et al., (2012) calls ‘brand divorce’

  8. Contribution of Study • Most studies focus on outcomes rather than the study of the emotion • Few study brand hate, despite hate is the second most important emotion after love (Fehr and Russell 1984) • Debate if hate is a single (Shaver et al 1987) or complex emotion (Sternberg 2003) • No study assessed the psychological theory underlying brand hate

  9. Agenda • Introduction • Literature Review • Theory of Hate • Results • Conclusion and Limitations

  10. HATE LOVE

  11. Theory of Hate Negation of Intimacy Disgust • Negation of intimacy: seeking large physical and mental distance from a brand such as brand avoidance • Commitment: notion of negative feelings in an indirect way such as negative WOM • Passion: notion of anger and more active and direct way such as brand retaliation Hate Passion Anger/Fear Commitment Devaluation/Diminution

  12. Seven Types of Hate Negation of Intimacy Commitment Cool Hate SimmeringHate Cold Hate Burning Hate BoilingHate Seething Hate Hot Hate Figure1: Seven types of hate (Sternberg, 2003, p. 73) Passion

  13. Research Model

  14. Agenda • Introduction • Literature Review • Theory of Hate • Results • Conclusion and Limitations

  15. Methodology • Survey using Qualtrics • 3 Empirical studies using MTurk for data collection • 371 brands studied • 1,116 consumers (349, 363 and 404 respectively) • Multiple statistical reliability and validity tests (e.g., Cronbach Alpha, CR, AVE, SIC, correlation matrixes, EFA and CFA)

  16. Most Hated Brands

  17. 93% of hate one brand    • Study 1 & 2

  18. Results with Brand Hate Brand Avoidance R2= .00 .00 Negation of Intimacy Brand Avoidance R2= 00 -.18** Private Complaining R2 = .07 .00 .27** Negation of Intimacy -.16** .78** Private Complaining R2 = .03 .20** Study 1 Brand Hate R2 = .48 .16** Commitment Public Complaining R2 = .62 .65** .64** .72 ** .28** Brand Hate R2 = .37 Commitment Public Complaining R2 = .51 Brand Retaliation R2 = .43 .92** Passion .57 ** .52** Brand Retaliation R2 = .33 Brand Revenge R2 = .84 .83 ** Study 2 Passion Brand Revenge R2 = .68

  19. Results - Dimensionality Table : Dimensionality of Brand Hate

  20. Results - Outcomes Table : Hypotheses Testing

  21. Type of Hate – Outcome Variables Footer text: to modify choose 'View' (Office 2003 or earlier) or 'Insert' (Office 2007 or later) then 'Header & Footer'

  22. Different type of hates and outcomes Negation of Intimacy Commitment Brand Avoidance (Cool Hate) Private Complaining (Simmering Hate) Public Complaining Brand Revenge (Seething Hate) Brand Retaliation Willingness to Hate (Hot Hate) Passion

  23. 93% of hate one brand    • Study 3

  24. Study 3: Predictive Validity *Brand Avoidance was not significant. • ** NEB based on Romani, Simona, Silvia Grappi, and Daniele Dalli. "Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects." International Journal of Research in Marketing 29, no. 1 (2012): 55-67.

  25. Agenda • Introduction • Literature Review • Theory of Hate • Results • Conclusion and Limitations

  26. Conclusion • Provide a theory for brand hate • Brand hate is a multi-dimensional construct • Brand hate triggers fighting strategies only • NoI: Weak emotional responses • Commitment: ‘In the middle’ • Passion: Strong emotional responses • Different type of hates lead to different outcomes Brand Avoidance Private Complaining (weak) Public Complaining (strong) Brand Revenge (long term) Brand Retaliation (short term) Willingness to hate (WTH) Negation of intimacy Component Commitment Passion Type of Hate Cool Hate Simmering Hate Burning Hate Burning Hate Boiling Hate Hot Hate

  27. Limitations • Underhill (2012) argue, love and hate are socially and culturally constructed. Cross-cultural validation • Study is one point in time. Assess brand hate over time • Effect of personality traits on brand hate • Brand dislike  Brand avoidance? • Relationship of brand hate and brand love • Explore further WTH with non-monetary aspects (e.g., brand sabotage) Brand Avoidance Private Complaining (weak) Public Complaining (strong) Brand Revenge (long term) Brand Retaliation (short term) Willingness to hate (WTH) Negation of intimacy Component Commitment Passion Type of Hate Cool Hate Simmering Hate Burning Hate Burning Hate Boiling Hate Hot Hate

  28. Thank you

  29. Descriptive Samples

  30. Model Fit Indexes

  31. Defining Brand Hate Brand hate is an extreme negative emotion. It is a strong emotional response of anger, contempt or disgust for a brand. It leads to either ‘take a flight’ or ‘fighting’ response to a brand

  32. Different type of hates and outcomes Brand Avoidance Private Complaining (weak) Public Complaining (strong) Brand Revenge (long term) Brand Retaliation (short term) Willingness to hate (WTH) Component Brand Hate Negation of intimacy Commitment Passion Cool Hate Simmering Hate Burning Hate Burning Hate Boiling Hate Hot Hate Type of Hate

  33. Seven Types of Hate Table 1: Seven types of hate (Sternberg, 2003, p. 73)

  34. However… • Psychology: „Negative bias“ (Ito et al., 1998) meaning people weight negative information more than positive ones • Neuroscience: Brain handles positive and negative information in different hemispheres (Fossati et al. 2003) • Marketing: 93% of consumers hate one brand (Bryson et al., 2010) • Potential for consumers to express their dislike grew significantly with the Internet (Gregoire et al., 2009) • Number of ‘brand hate’ sites increased over the last years (Kucuk, 2008; Krishnamurthy & Kucuk, 2009)

  35. .34** .25** Results Direct Relationships* Brand Avoidance R2= 06 Brand Avoidance R2= 12 .38** Negation of Intimacy Negation of Intimacy .43** Private Complaining R2 = .20 Private Complaining R2 = .25 .24** .26** .18** .39** Study 1 Commitment Commitment Public Complaining R2 = .33 Public Complaining R2 = .37 .18* .14* .52** .33** .56** .38** Brand Retaliation R2 = .14 Brand Retaliation R2 = .35 Passion Passion .64** .52** Brand Revenge R2= .30 Brand Revenge R2 = .47 Study 2 • * For simplicity. Only positive relationships shown here

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