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The hate we create: How inter-brand hostility and consumer-brand identification turn fans into fighters

Author

Listed:
  • Wolter, Jeremy S.
  • Landers, Vincent Myles
  • Gabler, Colin

Abstract

Brands are increasingly showing hostility towards other brands for reasons such as litigation, politics, and social media virality. Such hostility is relatively unexamined and its effects on consumers is not well understood. The current research examines how hostility between two brands prompts consumers to oppose a targeted brand. Key to such opposition is whether consumers identify with a brand. To study inter-brand hostility, we develop a formative scale comprised of two, second-order dimensions and six, first-order dimensions. We then test the proposed effects via an online panel, a field study, and an experiment. All three studies confirm the proposed model and find that it applies to direct competitors and non-competitors. In addition, the studies find that the influence of inter-brand hostility is mediated by moral stereotyping, enhanced by moral identification over regular identification, and can decrease patronage for consumers who do not identify with the brand.

Suggested Citation

  • Wolter, Jeremy S. & Landers, Vincent Myles & Gabler, Colin, 2025. "The hate we create: How inter-brand hostility and consumer-brand identification turn fans into fighters," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003583
    DOI: 10.1016/j.jbusres.2025.115535
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