Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida

Sharizal, Bin Hashim and Kasana, Sheraz (2019) Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida. Spanish Journal of Marketing, 23 (2). pp. 227-248. ISSN 2444-9709

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Official URL: https://www.emerald.com/insight/content/doi/10.110...

Abstract

Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study. Design/methodology/approach – This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate. Findings – Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator. Originality/value – Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate

Item Type: Article
Uncontrolled Keywords: Brand management, Brand hate, Customer brand relationship, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Gani
Date Deposited: 19 Sep 2019 07:47
Last Modified: 27 Apr 2021 14:26
URI: http://ir.unimas.my/id/eprint/27024

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