Antecedents of brand hate in the fast food industry
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 th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2019-09-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/pdf?title=antecedents-of-brand-hate-in-the-fast-food-industry |
| _version_ | 1797995607701323776 |
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| author | Sharizal Hashim Sheraz Kasana |
| author_facet | Sharizal Hashim Sheraz Kasana |
| author_sort | Sharizal Hashim |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-11T10:04:18Z |
| format | Article |
| id | doaj.art-c21bcdae0bb2403b9f71b69faf9467e7 |
| institution | Directory Open Access Journal |
| issn | 2444-9695 2444-9709 |
| language | English |
| last_indexed | 2024-04-11T10:04:18Z |
| publishDate | 2019-09-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Spanish Journal of Marketing-ESIC |
| spelling | doaj.art-c21bcdae0bb2403b9f71b69faf9467e72022-12-22T04:30:17ZengEmerald PublishingSpanish Journal of Marketing-ESIC2444-96952444-97092019-09-0123222724810.1108/SJME-10-2018-0047630768Antecedents of brand hate in the fast food industrySharizal Hashim0Sheraz Kasana1Faculty of Economics and Business, Universiti Malaysia Sarawak, Kota Samarahan, MalaysiaFaculty of Economics and Business, Universiti Malaysia Sarawak, Kota Samarahan, MalaysiaPurpose – 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.https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/pdf?title=antecedents-of-brand-hate-in-the-fast-food-industrybrand managementbrand hatecustomer brand relationship |
| spellingShingle | Sharizal Hashim Sheraz Kasana Antecedents of brand hate in the fast food industry Spanish Journal of Marketing-ESIC brand management brand hate customer brand relationship |
| title | Antecedents of brand hate in the fast food industry |
| title_full | Antecedents of brand hate in the fast food industry |
| title_fullStr | Antecedents of brand hate in the fast food industry |
| title_full_unstemmed | Antecedents of brand hate in the fast food industry |
| title_short | Antecedents of brand hate in the fast food industry |
| title_sort | antecedents of brand hate in the fast food industry |
| topic | brand management brand hate customer brand relationship |
| url | https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/pdf?title=antecedents-of-brand-hate-in-the-fast-food-industry |
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