“我永远恨你”!网络反品牌社区中拟人化的影响调查

IF 4 Q2 BUSINESS
Amélia Brandão, P. Popoli
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引用次数: 1

摘要

目的本文旨在研究品牌拟人化是否对品牌仇恨有直接影响,以及在这种关系中起重要作用的主要因素是什么。设计/方法论/方法本研究提供了对基于社交媒体的反品牌社区背景下的品牌拟人化现象和负面消费者-品牌关系的见解。通过对在线调查数据的定量分析,本研究分析了三个主要的在线反品牌社区对苹果的品牌拟人化。结果表明,品牌拟人化本身并不直接影响品牌仇恨。然而,当消费者用它来表达他们对仇恨品牌的负面情绪时,消费者对苹果品牌行为的责任和意向归属对品牌仇恨有积极影响,而意识形态不相容是品牌仇恨的良好调节因素。研究局限性/含义本研究的结果基于数量有限的调查对象,因为反品牌社区成员很难接触到,因此,他们在本研究中的合作并不容易。实际含义这项研究强调了社交媒体作为建立负面消费者-品牌关系的工具的力量。因此,品牌经理必须认识到消费者活动家可能对公司构成严重威胁,并应对消费者使用拟人化来表达仇恨的倾向。独创性/价值据作者所知,本研究首次通过定量分析来研究品牌拟人化与品牌仇恨之间的联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
“I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities
Purpose This paper aims to investigate whether brand anthropomorphism has a direct impact on brand hate and what are the prevailing factors that play a significant role in this relationship. Design/methodology/approach This study provides insights on brand anthropomorphism phenomenon and negative consumer–brand relationships in the context of social media-based anti-brand communities. Using a quantitative analysis of the data gathered from an online survey, this study analyzes brand anthropomorphism in the three main online anti-brand communities toward Apple. Findings Findings indicated that brand anthropomorphism in itself does not impact on brand hate directly. Nevertheless, when it is used by consumers to express their negative feelings toward the hatred brand, the consumers’ attribution of responsibility and intentionality to Apple brand’s behavior positively affects brand hate, and ideological incompatibility is a good moderator for brand hate. Research limitations/implications The results of this study are based on a limited number of survey respondents because anti-brand community members are very difficult to access, and thus, it was not easy to have their collaboration for this research. Practical implications This study highlights the power of social media as a tool for establishing negative consumer–brand relationships. Therefore, brand managers must recognize that consumer activists may be a serious threat to the company and deal with the consumers’ tendency to use anthropomorphism to express their hate. Originality/value To the best of the authors’ knowledge, this study is the first to investigate the link between brand anthropomorphism and brand hate, analyzed through a quantitative analysis.
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来源期刊
CiteScore
8.30
自引率
4.80%
发文量
34
期刊介绍: Articles should cover the key business disciplines - management, leadership, marketing, logistics, strategy, quality management, entrepreneurship, business ethics, international business, operations management, manufacturing, accounting and finance - specifically relating to experiences and reflections of interest to business and academia worldwide.
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