IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v60y2021ics096969892100031x.html
   My bibliography  Save this article

Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection

Author

Listed:
  • Japutra, Arnold
  • Kumar Roy, Sanjit
  • Pham, Tram-Anh N.

Abstract

Proficient brand management, including retail brands, is crucial for the success of the firms or retailers. One area of interest is consumers’ negativity towards brands (e.g., hate) due to negative consumer-brand relationships. The present article examines the relationships between brand anxiety, brand hatred and obsess, and illustrates the impacts of age and brand affection on these relationships. Data were collected through an online survey, and partial least squares path modelling was used to test the proposed paths on a sample of 416 consumers. The findings revealed that brand anxiety influenced obsess directly and indirectly through brand hatred. It was also evident that age moderated the path between brand anxiety and brand hatred, while brand affection strengthened the relationship between brand hatred and obsess. Theoretical contributions and managerial implications are discussed subsequently.

Suggested Citation

  • Japutra, Arnold & Kumar Roy, Sanjit & Pham, Tram-Anh N., 2021. "Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s096969892100031x
    DOI: 10.1016/j.jretconser.2021.102465
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892100031X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102465?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Septianto, Felix & Tjiptono, Fandy & Kusumasondjaja, Sony, 2020. "Anger punishes, compassion forgives: How discrete emotions mitigate double standards in consumer ethical judgment," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Romani, Simona & Grappi, Silvia & Dalli, Daniele, 2012. "Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 55-67.
    3. Martin Reimann & Deborah J. MacInnis & Valerie S. Folkes & Arianna Uhalde & Gratiana Pol, 2018. "Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 240-254.
    4. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: The role of brand trust, age, and income," Post-Print hal-02118504, HAL.
    5. Allison R. Johnson & Maggie Matear & Matthew Thomson, 2011. "A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 108-125.
    6. Lee, Michael S.W. & Motion, Judith & Conroy, Denise, 2009. "Anti-consumption and brand avoidance," Journal of Business Research, Elsevier, vol. 62(2), pages 169-180, February.
    7. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: the role of brand trust, age, and income," Post-Print hal-02492731, HAL.
    8. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Loureiro, Sandra Maria Correia & Roschk, Holger, 2014. "Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 211-219.
    10. Funches, Venessa & Markley, Melissa & Davis, Lenita, 2009. "Reprisal, retribution and requital: Investigating customer retaliation," Journal of Business Research, Elsevier, vol. 62(2), pages 231-238, February.
    11. Roschk, Holger & Müller, Jana & Gelbrich, Katja, 2013. "Age matters: How developmental stages of adulthood affect customer reaction to complaint handling efforts," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 154-164.
    12. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Bettina Nyffenegger & Andrea Kähr & Harley Krohmer & Wayne D. Hoyer, 2018. "How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand?," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(3), pages 379-395.
    14. Fetscherin, Marc, 2019. "The five types of brand hate: How they affect consumer behavior," Journal of Business Research, Elsevier, vol. 101(C), pages 116-127.
    15. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    16. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 220-230, July.
    17. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    18. Wang, Yao-Chin & Lang, Chunmin, 2019. "Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 1-9.
    19. Vanitha Swaminathan & Karen M. Stilley & Rohini Ahluwalia, 2009. "When Brand Personality Matters: The Moderating Role of Attachment Styles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 985-1002, April.
    20. Li, Xiangping & Li, Xiang (Robert) & Hudson, Simon, 2013. "The application of generational theory to tourism consumer behavior: An American perspective," Tourism Management, Elsevier, vol. 37(C), pages 147-164.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xin, Benlu & Zhu, Chengfeng & Septianto, Felix, 2022. "The effects of mixed emotional appeals in leveraging paradox brands," Journal of Business Research, Elsevier, vol. 153(C), pages 266-275.
    2. Rui Chen & Haolan Yan, 2023. "Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
    3. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. 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.
    5. Molinillo, Sebastian & Japutra, Arnold & Ekinci, Yuksel, 2022. "Building brand credibility: The role of involvement, identification, reputation and attachment," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2022. "Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking," Journal of Business Research, Elsevier, vol. 145(C), pages 442-453.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    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. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2022. "Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking," Journal of Business Research, Elsevier, vol. 145(C), pages 442-453.
    3. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
    4. 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.
    5. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    6. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
    8. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    9. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Antonetti, Paolo, 2020. "More than just a feeling: A research agenda for the study of consumer emotions following Corporate Social Irresponsibility (CSI)," Australasian marketing journal, Elsevier, vol. 28(2), pages 67-70.
    11. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    12. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    13. Douglas Bryson & Glyn Atwal & Peter Hultén & Klaus Heine, 2021. "Antecedents of Luxury Brand Hate : A Quantitative Study," Post-Print hal-03188197, HAL.
    14. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    15. Siret, Iris & Sabadie, William, 2022. "Public complaining: A blessing in disguise? Educational calling as a benevolent process that gives consumers voice on brands’ social media," Journal of Business Research, Elsevier, vol. 150(C), pages 476-490.
    16. Silvia Platania & Martina Morando & Giuseppe Santisi, 2020. "Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
    17. Gerrath, Maximilian H.E.E. & Brakus, J. Joško & Siamagka, Nikoletta Theofania & Christodoulides, George, 2023. "Avoiding the brand for me, us, or them? Consumer reactions to negative brand events," Journal of Business Research, Elsevier, vol. 156(C).
    18. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
    19. Yang, Chaofan & Sun, Yongqiang & Shen, Xiao-Liang, 2022. "Beyond anger: A neutralization perspective of customer revenge," Journal of Business Research, Elsevier, vol. 146(C), pages 363-374.
    20. Mansur Khamitov & Yany Grégoire & Anshu Suri, 2020. "A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 519-542, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:60:y:2021:i:c:s096969892100031x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.