Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2024-06-09 DOI:10.1177/09732586241249653

P. Rodrigues, Ana Sousa, A. Borges

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引用次数: 0

Abstract

This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.

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你爱我，还是恨我？不良沟通对低成本航空公司品牌的影响

本研究借鉴态度改变的平衡理论，探讨了品牌个性对消费者与品牌关系的影响，特别是对品牌喜爱（BL）和品牌厌恶（BH）的影响，及其对购买意向的后续影响。研究还探讨了与廉价航空品牌相关的负面传播是否会调节这些关系，从而可能增加或减少购买意向。根据对 200 名葡萄牙消费者的调查数据，采用了结构方程模型和 Hayes 的 PROCESS 宏进行分析。结果表明，所选的品牌个性维度对BL有积极影响，对BH有消极影响，而BL和BH都会影响购买意向。此外，还发现 "不良 "沟通会缓和品牌个性与购买意向之间的关系。这项研究通过探讨航空服务业中的这些关系为品牌文献做出了贡献，并强调了在这种情况下考虑品牌负面信息对消费者与品牌情感关系的影响的重要性。

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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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.