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Antecedents of Luxury Brand Hate : A Quantitative Study

Author

Listed:
  • Douglas Bryson

    (EM - EMLyon Business School)

  • Glyn Atwal
  • Peter Hultén
  • Klaus Heine

Abstract

This study analyses the relationships of the antecedents of "extreme negative affect" toward luxury brands. The results show that the first‐order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word‐of‐mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.

Suggested Citation

  • Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    • Handle: RePEc:hal:journl:hal-03188197
    Note: View the original document on HAL open archive server: https://hal.science/hal-03188197
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    References listed on IDEAS

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    Cited by:

    1. Akrout, Houcine & Mrad, Mona, 2023. "Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation," Journal of Business Research, Elsevier, vol. 154(C).
    2. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.

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    Keywords

    Luxury branding; brand hate; consumer brand relationship; consumer dissatisfaction;
    All these keywords.

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