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How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion

Author

Listed:
  • Patrícia Marques dos Santos

    (University of Coimbra)

  • Cristela Maia Bairrada

    (University of Coimbra)

  • Arnaldo Fernandes de Matos Coelho

    (University of Coimbra)

Abstract

This research analyses some of the antecedents and consequences of brand hate and examines the moderating effects of neuroticism and extraversion personality traits on behavioral outcomes. After collecting 375 responses, the data analysis was based on the structural equation modeling. Results show that symbolic incongruity, ideological incompatibility, and perceived value are predictors of brand hate, and that brand hate influences negative word-of-mouth, anti-brand actions and complaining. The relationship between brand hate and behavioral results are reinforced for consumers with high neuroticism traits and, in contrast, are attenuated in consumers with high extraversion traits. This investigation innovates by combining signaling theory and expectancy violation theories to explain the emergence of brand hate and its impacts on brand-related outcomes. It particularly explores the possibility of a curvilinear relationship, where brand hate tends to grow exponentially with the intensity of the signals.

Suggested Citation

  • Patrícia Marques dos Santos & Cristela Maia Bairrada & Arnaldo Fernandes de Matos Coelho, 2023. "How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 70(4), pages 603-628, December.
    • Handle: RePEc:aic:saebjn:v:70:y:2023:i:4:p:603-628:n:7
    DOI: 10.47743/saeb-2020-0040
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