Phenomenon of brand hate. Behavioral consequences and managerial implications


Master's Thesis, 2016

59 Pages, Grade: 1,7


Excerpt


Table of Contents

List of Abbreviations

List of Figures

1. Introduction

2. Theoretical Background
2.1 Brand Hate as a Meta-Theoretical Concept
2.2 Basic Branding Theory
2.2.1 Brands and Consumer-Brand Relationships
2.2.2 Extreme Negative Emotions Towards Brands
2.3 Brand Love and Brand Hate
2.4 Interpersonal Hate
2.5 Sternberg’s Theory of Hate Within a Branding Context

3. Methodology
3.1 Research Method
3.2 Sample and Data Gathering
3.3 Qualitative Content Analysis

4. Findings & Discussion

4.1 The Nature of Brand Hate
4.1.1 Reluctance to Feeling Hate towards Brands
4.1.2 Antecedents of Brand Hate and Dislike
4.1.2.1 Unmet Promises: Service and Product Failure
4.1.2.2 Undesired Self and Reference Group Imagery
4.1.2.3 Corporate wrongdoings and Moral Incongruity
4.1.3 Typical Hate and Dislike Categories and Classification into Sternberg’s Typology
4.2 Behavioral Consequences
4.2.1 Brand Avoidance & Negative WOM as Most Common Brand Hate Behaviors
4.2.2 Low Disposition to Engage in Activism and Online WOM
4.3 Dynamics of Brand Hate

5. Managerial Implications

6. Conclusion

References

Appendices

Excerpt out of 59 pages

Details

Title
Phenomenon of brand hate. Behavioral consequences and managerial implications
College
Radboud Universiteit Nijmegen  (Nijmegen School of Management)
Grade
1,7
Author
Year
2016
Pages
59
Catalog Number
V336272
ISBN (eBook)
9783668263154
ISBN (Book)
9783668263161
File size
558 KB
Language
English
Keywords
Brand Hate, Brands, Brand Management, Consumer Behavior, WOM, Brand Love, Sternberg, brand dislike, emotions, consumer activism, qualitative, in-depth interviews, word-of-mouth, Marken Hass, Konsumentenverhalten
Quote paper
B.Sc. Teresa Pavelka (Author), 2016, Phenomenon of brand hate. Behavioral consequences and managerial implications, Munich, GRIN Verlag, https://www.grin.com/document/336272

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