The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

A. Rahimah, H. Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng, A. Kusumawati
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引用次数: 3

Abstract

Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies. Design/methodology/approach Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square. Findings This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively. Originality/value The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.
负性情绪的后续效应:从品牌厌恶到调节机制下的反品牌消费行为
目的本研究的目的是探讨对品牌的负面情绪,特别是品牌仇恨,如何通过负面口碑和抗议行为以及偶然事件的中介影响反品牌消费行为,包括品牌回避和进一步的品牌转换。设计/方法/方法现有的尺度进行调整,并在印度尼西亚的玛琅进行实地研究。基于有目的的抽样,来自三个不同购物中心的275名受访者完成了一份与Sari Roti有关的问卷调查,Sari Roti是一个遭受抵制的民族品牌。总共有250份合格的问卷最终用于偏最小二乘法的数据分析。这项研究支持了对品牌的厌恶对nWOM的影响,这种影响会影响抗议行为,随后促使消费者避开特定的品牌,选择其他品牌。nWOM也被发现对品牌回避有直接影响。在调节效应方面,品牌社会责任和社交媒体使用分别对品牌厌恶-新口碑关系产生负向和正向影响。有限的现存文献只涉及消极情绪和反品牌后果之间的简单直接影响关系。利用定位视角和去认同视角,本研究通过理论化一个关于品牌厌恶对品牌回避和品牌转换影响的连续四阶段框架,提供了深刻的见解。这一框架也在偶然性下进行了探索,进一步推进了对这一动态主题的理解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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