Extrait
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
- Citation du texte
- B.Sc. Teresa Pavelka (Auteur), 2016, Phenomenon of brand hate. Behavioral consequences and managerial implications, Munich, GRIN Verlag, https://www.grin.com/document/336272
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