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Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands

Author

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  • Monahan, Lisa
  • Espinosa, Jennifer A.
  • Langenderfer, Jeff
  • Ortinau, David J.

Abstract

A number of well-known brands are not only loved by many consumers, but also hated by a sizeable portion of the population and are thus termedpolarizing brands. Because digital media offers consumers nearly unlimited opportunities to voice their hate, managers can no longer ignore vocal haters. However, the current marketing literature offers few strategies for addressing the challenge of brand hate. This paper introduces the concept of hate-acknowledging advertising (HAA), an ad technique in which polarizing brands openly admit that some segment of the population hates them. Over the course of three studies, the data indicates that, compared with supportive advertising, HAA results in higher perceptions of ad credibility and ultimately higher levels of brand trust. Moreover, the improvements in ad credibility and brand trust drive increased consumer intentions to engage in positive word of mouth on behalf of the polarizing brand.

Suggested Citation

  • Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
    • Handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007366
    DOI: 10.1016/j.jbusres.2022.08.047
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