Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg’s (2003) duplex theory of hate, the author presents results with regard to the nature of brand hate, the consequences it entails, its development over time, as well as managerial implications to tackle this phenomenon. An important finding is that a significant proportion of consumers is more inclined to feel dislike rather than hate towards brands and that consumers’ disposition to engage in online WOM and activism is particularly low.
Table of Contents
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
Research Objectives and Focus Areas
This thesis explores the phenomenon of "brand hate" among average consumers to understand its nature, the reasons for its emergence, and the subsequent behavioral consequences. By applying Sternberg’s (2003) duplex theory of hate to a branding context, the research investigates whether consumers experience hate as a distinct, intense emotion or rather as a form of strong dislike, and why they might avoid active engagement such as public activism.
- Identification of key antecedents leading to brand hate, such as unmet service promises and moral misconduct.
- Investigation of the distinction between brand hate and brand dislike in consumer perceptions.
- Analysis of behavioral consequences, specifically focusing on brand avoidance and word-of-mouth (WOM).
- Evaluation of consumer disposition toward active protest and online anti-brand engagement.
Excerpt from the Book
4.1.2.1 Unmet Promises: Service and Product Failure
Respondents who admitted to feel hate towards a brand often had experienced personal fallouts with the brand’s service or were even involved in legal disputes. One female respondent reported her legal battle with cell phone carrier O2 (part of telecommunication multinational Telefónica) because of unjustified bills and payment reminders, which left her with legal fees:
“I hate them… I hate them very, very much. (…) Hate describes it very well. I also hate everyone who has O2 as a carrier, and for me their slogan should not be “O2 can do” but “O2 can’t do anything but shit” (…). They have brought me nothing but hassle and costs – and that is where the fun part stops.” Interview 3 (Female, 27)
Another respondent also reported of service troubles with the same brand:
“I called them multiple times to complain but my complaints were always left disregarded. The service was beneath contempt and the most impudent answer that I got was that I was free to switch to the competition if I was that unhappy and that they did not depend on me as a customer (…)” Interview 9 (Male, 29)
Summary of Chapters
1. Introduction: Presents the research problem regarding negative consumer-brand emotions and defines the primary objectives, including understanding how and why brand hate emerges.
2. Theoretical Background: Reviews branding theory, consumer-brand relationships, and interpersonal hate models, specifically introducing Sternberg's duplex theory of hate as the primary framework.
3. Methodology: Outlines the qualitative approach of conducting 20 in-depth interviews with diverse consumers and explains the process of qualitative content analysis.
4. Findings & Discussion: Analyzes the interview data to identify the nature of brand hate, its antecedents like unmet promises and corporate misconduct, and the resulting behaviors.
5. Managerial Implications: Discusses practical strategies for brand managers to identify, manage, and potentially mitigate the impact of hateful consumer sentiment.
6. Conclusion: Summarizes the thesis findings, acknowledges research limitations, and provides suggestions for future studies in the field.
Keywords
Brand hate, brand dislike, consumer-brand relationships, Sternberg’s duplex theory, negative word-of-mouth, brand avoidance, corporate wrongdoings, consumer activism, qualitative research, in-depth interviews, service failure, brand equity, self-concept, social psychology, negative emotions.
Frequently Asked Questions
What is this research primarily about?
This research investigates the phenomenon of "brand hate" to understand how consumers develop intense negative emotions toward brands, how they express these feelings, and the consequences for brand-consumer relationships.
What are the central themes of the work?
The study centers on the definition and development of brand hate, the antecedents of negative emotional responses (such as service failure or moral incongruity), and the behavioral outcomes like avoidance and word-of-mouth.
What is the primary research goal?
The primary goal is to close the gap in marketing literature regarding extreme negative brand emotions by exploring why consumers feel hate towards brands and what consequences this entails.
Which scientific methods were used?
The author conducted a qualitative study using 20 in-depth interviews with diverse consumers, analyzed through qualitative content analysis to derive themes and patterns.
What does the main body of the work cover?
The main body covers the theoretical foundations based on psychology, the detailed methodology of the interview study, the findings regarding the nature and dynamics of hate, and practical managerial strategies.
Which keywords characterize the work?
Key terms include brand hate, consumer-brand relationships, brand avoidance, negative word-of-mouth, and Sternberg's duplex theory of hate.
Does the research conclude that consumers frequently engage in public protest against hated brands?
No, the findings show that the surveyed consumers are mostly inclined toward passive behaviors like brand avoidance and private negative word-of-mouth rather than active public protest or online activism.
How does the author categorize the emotions found in the study?
The author uses Sternberg’s typology of hate, noting that respondents often described their feelings through the components of anger and devaluation, whereas "dislike" was more common than intense "hate".
- 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
