Antecedents of brand hate in the fast food industry = Antecedentes del odio a la marca en la industria de comida rápida
Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing Limited
2019
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/27024/1/kasana.pdf http://ir.unimas.my/id/eprint/27024/ https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2018-0047/full/html |
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| Institution: | Universiti Malaysia Sarawak |
| Language: | English |
| Summary: | Purpose – The purpose of this paper is to explore the concept of brand hate in detail which is the extreme
negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves
in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.
Design/methodology/approach – This study used primary data from 250 fast food brand consumers in
Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of
brand hate.
Findings – Results indicate that brand hate is instigated by five antecedents, which are negative past
experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with
rumor being the biggest instigator.
Originality/value – Antecedents of brand hate are assessed theoretically and empirically in this study
which helps in understanding the true form of brand hate. More specifically, poor relationship quality and
rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate |
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