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Advisor(s)
Abstract(s)
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.
Description
Keywords
Brand hate Consumer behavior Research opportunities Negative emotions Consumer relationship Narrative-oriented literature review
Pedagogical Context
Citation
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
Publisher
MDPI