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Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach

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  • Richa Joshi
  • Rajan Yadav

Abstract

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.

Suggested Citation

  • Richa Joshi & Rajan Yadav, 2021. "Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach," Vision, , vol. 25(4), pages 439-447, December.
    • Handle: RePEc:sae:vision:v:25:y:2021:i:4:p:439-447
    DOI: 10.1177/0972262919892173
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    References listed on IDEAS

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    1. Richa Joshi & Rajan Yadav, 2018. "Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity," Paradigm, , vol. 22(2), pages 125-142, December.
    2. Londono, Juan Carlos & Davies, Keri & Elms, Jonathan, 2017. "Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 8-20.
    3. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    4. Richa Joshi & Rajan Yadav, 2019. "The study of brand extension among generation Y in the Indian market," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 19(3), pages 339-353.
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    Cited by:

    1. 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).

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