Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

IF 2.7 Q2 BUSINESS
S. Attiq, Muhammad Junaid Shahid Hasni, Chun Zhang
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引用次数: 5

Abstract

Purpose This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses. Design/methodology/approach This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data. Findings This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers. Originality/value The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.
品牌仇恨的前因与后果——巴基斯坦电信业研究
目的本研究旨在扩展品牌仇恨的知识体系,并进一步检验其重要前因和后果,以调查品牌仇恨如何影响消费者的行为反应。设计/方法/方法本研究采用问卷调查法,收集了403名巴基斯坦移动通信行业消费者的数据。然后使用智能偏最小二乘法对数据进行分析。发现这项研究提供了对巴基斯坦消费者背景下品牌仇恨概念的见解。本研究结果表明,“神经质”作为消费者相关的先行因素,“感知价格不公平”、“产品/服务质量差”和“购买后服务失败”作为公司控制的决定因素对品牌仇恨有显著影响。这反过来又导致品牌回避和品牌报复。还讨论了未来研究的管理含义和途径。这项研究提供了对巴基斯坦消费者背景下品牌仇恨概念的见解。独创性/价值因此,这项工作的原始发现可以为公司缓解消费者对品牌仇恨的传播提供有意义的指导。
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 Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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