品牌厌恶的消极后果:品牌回避的中介作用

Cid Gonçalves Filho, Ennius Marcus Moreira, Flavia Braga Chinelato, Marcos Ferreira Santos
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引用次数: 0

摘要

本研究旨在确定品牌厌恶导致品牌惠顾减少的前因,证明品牌回避对品牌厌恶的被动/逃离后果的中介作用,显示其对企业品牌资产的影响。对307名移动电话运营商的消费者进行了调查。使用SmartPLS3分析结构模型。结果表明,品牌仇恨对赞助减少和品牌资产的影响显著相关。该模型将57.9%的赞助减少解释为品牌厌恶的结果。该研究展示了被动/逃避行为是如何由品牌厌恶产生的,向管理者表明,为了减少对赞助减少和品牌资产的负面影响,品牌回避将会发展,必须加以预防。尽管负面的消费者-品牌关系具有相关性,但没有研究充分解释品牌仇恨导致的惠顾减少。此外,本研究首次证明了品牌回避的相关作用,在品牌厌恶及其后果之间的关系中充当中介,对赞助减少和品牌资产产生负面影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Passive Consequences of Brand Hate: The Mediating Role of Brand Avoidance
This study aims to determine the antecedents of brand patronage reduction as a consequence of brand hate, demonstrating the mediating effect of brand avoidance on passive/flight consequences of brand hate, showing their impact on a firm's brand equity. A survey was carried out with a sample of 307 consumers of mobile phone operators. The structural model was analysed using SmartPLS3. The results demonstrated that brand hate is significantly relevant in its impact on patronage reduction and brand equity. The model explained 57,9% of patronage reduction as a consequence of brand hate in a nomological explanation chain of constructs. The research demonstrated how passive/flight behaviours are generated by brand hate, indicating to managers that brand avoidance would be developed and must be prevented in order to reduce the negative impacts on patronage reduction and brand equity. Despite the relevance of negative consumer-brand relationships, no study has adequately explained patronage reduction as a consequence of brand hate. Furthermore, this is the first study to demonstrate the relevant role of brand avoidance, acting as a mediator in the relationship between brand hate and its consequences, presenting negative impacts on patronage reduction and brand equity.
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