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Brand hate and consumers' responses: an analysis in the offline and online environment

Author

Listed:
  • Barbara Francioni
  • Ilaria Curina
  • Sabrina M. Hegner
  • Marco Cioppi
  • Elisabetta Savelli

Abstract

Within the studies investigating the consumer-brand relationships, brand hate has been partially disregarded as a research topic. This paper aims to extend the analysis of the brand hate outcomes by considering both their offline and online nature (i.e., offline/online negative word-of-mouth (NWOM) and offline/online complaining) and by also testing the role of concern for others and venting negative feelings as possible mediators on the relationship between brand hate and both offline/online behavioural outcomes. To reach this objective, structural equation modelling has been employed on a sample of 493 consumers. Findings reveal that concern for others is mainly involved when consumers perform NWOM in the offline context among their friends/family, while venting negative feelings is the main motive in the online context and for complaining to the company. The paper provides managerial implications useful to manage the consumers' offline/online behaviours in the brand hate context.

Suggested Citation

  • Barbara Francioni & Ilaria Curina & Sabrina M. Hegner & Marco Cioppi & Elisabetta Savelli, 2025. "Brand hate and consumers' responses: an analysis in the offline and online environment," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 22(4), pages 460-483.
    • Handle: RePEc:ids:ijimad:v:22:y:2025:i:4:p:460-483
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