当个性碰撞:研究消费者和品牌个性的相互作用对品牌仇恨发展的影响

IF 5.2 2区 管理学 Q1 BUSINESS
Abhishek Yadav
{"title":"当个性碰撞:研究消费者和品牌个性的相互作用对品牌仇恨发展的影响","authors":"Abhishek Yadav","doi":"10.1108/jpbm-01-2023-4307","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.2000,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development\",\"authors\":\"Abhishek Yadav\",\"doi\":\"10.1108/jpbm-01-2023-4307\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48172,\"journal\":{\"name\":\"Journal of Product and Brand Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.2000,\"publicationDate\":\"2024-05-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product and Brand Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-01-2023-4307\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product and Brand Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jpbm-01-2023-4307","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

研究目的本研究旨在提出并检验一个基于评价理论的框架,该框架描述了负面评价的品牌个性维度对品牌仇恨发展的影响,以及由此产生的非购买意向和反品牌行动的结果。研究还界定了大五消费者人格特质对品牌个性-品牌憎恶关系的调节作用。研究收集了 370 名品牌憎恶者的国际样本,并使用基于偏最小二乘法的结构方程模型对样本进行了分析。研究结果责任感和活跃性这两个负向评价的品牌个性维度对消费者的品牌憎恶具有显著的预测作用,这种品牌憎恶会导致消费者的反品牌行动和非购买意向。调节分析表明,消费者的神经质个性特征显著调节了两个品牌个性维度与品牌仇恨之间的关系。该研究还确定了民族文化在界定消费者行为意向方面的重要性。原创性/价值该研究提供了一个基于评价理论的新颖综合框架,用于理解消费者的品牌个性认知、品牌仇恨情绪状态和行为行动之间的关系。据作者所知,本研究首次考虑了这些个性维度对品牌仇恨发展的影响,同时评估了消费者和品牌个性维度对品牌仇恨发展的交互影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development

Purpose

This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.

Design/methodology/approach

An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.

Findings

Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.

Originality/value

This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
期刊介绍: Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信