Party brand hate in political market: antecedents and consequences

IF 0.6 Q3 POLITICAL SCIENCE

Asian Journal of Political Science Pub Date : 2020-05-03 DOI:10.1080/02185377.2020.1768417

Saikat Banerjee, Paras Goel

引用次数: 15

Abstract

ABSTRACT Brand hate is defined as a severe dislike for a product or service by the consumer. Although brand hate has been recognized as a critical element, in the political market, there is a lack of understanding of the impact of brand hate on voters. This study is an attempt to examine the antecedents and consequences of brand hate in the political market. The study reveals that unmet expectations, symbolic incongruity, and ideological incompatibility of electorates have a significant positive impact on brand hate intensity. The result shows that political product involvement significantly mediates the relationship between unmet expectations, symbolic incongruity, and ideological incompatibility and brand hate intensity. The study further reveals that as an outcome of political brand hate, electorates put emphasis on either brand avoidance and/or brand extremism. The outcome of this study may help political parties gain knowledge about the impact of political brand hate.

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政治市场中的政党品牌仇恨：前因后果

摘要：品牌厌恶是指消费者对产品或服务的严重厌恶。尽管品牌仇恨已被公认为一个关键因素，但在政治市场上，人们对品牌仇恨对选民的影响缺乏了解。本研究试图检验政治市场中品牌仇恨的前因和后果。研究表明，未满足的期望、象征性的不协调和选民的意识形态不相容对品牌仇恨强度有显著的积极影响。研究结果表明，政治产品参与显著调节了未满足的期望、象征不协调、意识形态不相容和品牌仇恨强度之间的关系。研究进一步表明，作为政治品牌仇恨的结果，选民强调品牌回避和/或品牌极端主义。这项研究的结果可能有助于政党了解政治品牌仇恨的影响。

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

Asian Journal of Political Science POLITICAL SCIENCE-

CiteScore

2.00

自引率

0.00%

发文量

期刊介绍： Asian Journal of Political Science ( AJPS) is an international refereed journal affiliated to the Graduate School of Public Administration, Seoul National University. Published since 1993, AJPS is a leading journal on Asian politics and governance. It publishes high-quality original articles in major areas of political science, including comparative politics, political thought, international relations, public policy, and public administration, with specific reference to Asian regions and countries. AJPS aims to address some of the most contemporary political and administrative issues in Asia (especially in East, South, and Southeast Asia) at the local, national, and global levels. The journal can be of great value to academic experts, researchers, and students in the above areas of political science as well as to practical policy makers, state institutions, and international agencies.