Brand Hate Internationally: A Validation Study from Slovenia

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-09-15 DOI:10.1080/08961530.2022.2122102

M. Fetscherin, Maja Konečnik Ruzzier, Sabin Ivanov, Mitja Ruzzier

引用次数: 1

Abstract

Abstract This paper responds to the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes.

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国际品牌仇恨：来自斯洛文尼亚的验证研究

摘要本文回应了Yadav和Chakrabarti（2022）的呼吁，即对不同国家的品牌仇恨进行更多研究。到目前为止，对来自美国（19篇论文）、英国、法国（各6篇论文），意大利、印度和巴基斯坦（各4篇论文）的实证研究进行了审查。本文探讨了斯洛文尼亚这一新的、不同的文化背景下的品牌仇恨。在一项针对234名消费者的调查中，我们的结果证实了品牌仇恨感与之前的研究一致，但表现形式不同。将我们的研究结果与之前的研究进行比较，我们注意到，长期取向似乎会驱动哪些前因是最重要的前因，而个人主义似乎会驱动品牌仇恨的结果。

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 International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.