We Keep Our Brand Hate Private Exploring the concept of Brand Hate and the contextual factors that influences our complaining behaviour
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2021-07-01
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en
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Abstract
By shining a light on the dark-side of consumer-brand relationships, this study investigates the emerging topic of Brand Hate in marketing academic literature. Using multiple external factors to research the complaining behavioural outcomes of Brand Hate as stated by Curina et al. (2020) and Fetscherin (2019), the present study reveals the influence of contextual factors on private complaining and public complaining through the underlying instrument of Brand Hate. Explicitly, this study hypothesize that Brand Hate mediates the relationship between the factors self-concept, failure severity and attitude towards complaining and the complaining behavioural outcomes. In addition, this study hypothesize that financial constraints and family & friends moderates the relationship between Brand Hate and the complaining outcomes. By using a quantitative study method and snowball sampling technique, is the data collected from a sample of (N=156 valid) consumers in The Netherlands who have negative experiences with a company and develop emotions that leads to Brand Hate. The findings of the SEM-PLS analysis in ADANCO indicate that the factor self-concept has a negative effect and that the factors failure severity and attitude towards complaining both have a positive effect on both private and public complaining through a mediating effect
of Brand Hate. The moderation analysis in SEM-PLS concluded that financial constraints
only moderate the relationship between Brand Hate and private complaining. In addition, the
results stipulate that consumers with a favourable attitude towards complaining are more
likely to act in public complaining even when they do not experience negative emotions
towards a company. The results addresses cultural differences between the American study of
Fetscherin (2019) and this Dutch oriented study, as the respondents from this study are more
likely to act in private complaining, while the respondents from The US study are more likely
to act in public complaining, building this difference on the long-term orientation dimension
of Hofstede (2003). The present study also offers insights for managers in their battle against
hateful consumers by providing usable directions regarding communication crisis
management. Lastly, the study presents implications for academic literature, further
implications for marketers and directions for future research
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Faculteit der Managementwetenschappen