要么飞要么炸:了解航空业和餐饮业的品牌憎恶动态和消费者复原力

IF 4.4 3区 管理学 Q2 BUSINESS
Fakhra Malik Mushtaq, Zalfa Laili Hamzah, Ezlika M. Ghazali
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引用次数: 0

摘要

本研究关注未得到充分研究的 "态度和行为上的品牌仇恨 "概念,填补了消费者与品牌关系文献中的一个重要空白。本研究超越了负面体验和不公平定价等常见决定因素,引入了员工不文明行为和服务质量作为被忽视但却重要的前因。研究采用结构方程模型,对来自航空业和餐饮业的 593 名参与者进行了抽样调查。研究结果表明,品牌仇恨会对品牌反对和情感宽恕产生重大影响。重要的是,消费者的适应能力调节了这些关系,减轻了品牌仇恨的负面影响。此外,研究还发现,品牌仇恨的诱因和结果因行业而异,这表明有必要制定有针对性的管理策略。该研究通过强调新的研究途径和做出重大贡献,扩展了消费者-品牌关系文献。从理论上讲,它验证了情感事件理论和个性特征在缓冲品牌仇恨中的作用。此外,本研究还对政策制定者和管理者了解品牌仇恨的多面性、制定有效策略以减轻服务失败的负面影响以及建立更牢固的消费者-品牌关系具有重要意义。此外,这些见解还有助于制定考虑特定行业特点的定制方法,从而帮助防止品牌仇恨的有害影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

This study addresses a critical gap in the literature on the consumer–brand relationship by focusing on the under-investigated concept of attitudinal and behavioural brand hate. This study goes beyond such common determinants as negative experiences and unfair pricing, introducing employee incivility and service quality as overlooked, but significant, antecedents. Employing structural equation modelling, a sample of 593 participants from the airline and restaurant industries was examined. The findings reveal that brand hate significantly impacts brand opposition and emotional forgiveness. Importantly, consumer resilience moderates these relationships, mitigating the negative effects of brand hate. Moreover, the study finds industry-specific variations in the triggers and outcomes of brand hate, suggesting the need for tailored managerial strategies. The study extends the consumer–brand relationship literature by highlighting new research avenues and making significant contributions. Theoretically, it validates affective event theory and personality characteristics' role in buffering brand hate. In addition, this study carries implications for policymakers and managers to understand the multifaceted nature of brand hate, develop effective strategies to mitigate the negative effects of service failures and build stronger consumer–brand relationships. Furthermore, these insights facilitate the creation of tailored approaches that consider industry-specific characteristics, thus helping to prevent the harmful impact of brand hate.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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