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What leads to brand hate? Antecedents and outcomes of brand hate

The purpose of this study is to investigate the concepts of brand hate. It presents the antecedents and outcomes of brand hate. The study demonstrates five components namely corporate social responsibility (CSR), product/service failures (FAL), negative past experience (NPE), symbolic incongruity...

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Main Authors:	Samar, Rahi, Mehwish, Ishtiaq, Hafiz Fawad, Ali, Mazuri, Abd Ghani
Format:	Conference or Workshop Item
Language:	English English
Published:	2021
Subjects:	HB Economic Theory HN Social history and conditions. Social problems. Social reform
Online Access:	http://eprints.unisza.edu.my/4554/1/FH03-FPP-21-53033.pdf http://eprints.unisza.edu.my/4554/2/FH03-FPP-21-53191.pdf http://eprints.unisza.edu.my/4554/
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id	my-unisza-ir.4554
record_format	eprints
spelling	my-unisza-ir.45542022-01-13T07:05:35Z http://eprints.unisza.edu.my/4554/ What leads to brand hate? Antecedents and outcomes of brand hate Samar, Rahi Mehwish, Ishtiaq Hafiz Fawad, Ali Mazuri, Abd Ghani HB Economic Theory HN Social history and conditions. Social problems. Social reform The purpose of this study is to investigate the concepts of brand hate. It presents the antecedents and outcomes of brand hate. The study demonstrates five components namely corporate social responsibility (CSR), product/service failures (FAL), negative past experience (NPE), symbolic incongruity (SIC), and ideological incompatibility (IDC) to trigger brand hate, which leads to two behavioral outcomes namely brand avoidance (BAV) and negative word of mouth (NWM). The study shows that corporate social responsibility (CSR) is negatively related to brand hate. Four components Product/Service failures, Negative past experience, Symbolic incongruity, and Ideological incompatibility are positively related to brand hate. Brand hate is positively related to two outcome variables Brand avoidance and Negative word of mouth. Prior studies have focused either on antecedents or the outcomes of negative feelings but do not include a comprehensive model that addresses these issues. The population of this study comprises individual living in three large cities of Pakistan. The data will be collected using survey questionnaire based on convenience sampling approach. Smart PLS software will be used to data analyse. 2021 Conference or Workshop Item PeerReviewed text en http://eprints.unisza.edu.my/4554/1/FH03-FPP-21-53033.pdf text en http://eprints.unisza.edu.my/4554/2/FH03-FPP-21-53191.pdf Samar, Rahi and Mehwish, Ishtiaq and Hafiz Fawad, Ali and Mazuri, Abd Ghani (2021) What leads to brand hate? Antecedents and outcomes of brand hate. In: 68th International Scientific Conference on Economic and Social Development Development, 24-25 May 2021, Aveiro, Portugal.
institution	Universiti Sultan Zainal Abidin
building	UNISZA Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Sultan Zainal Abidin
content_source	UNISZA Institutional Repository
url_provider	https://eprints.unisza.edu.my/
language	English English
topic	HB Economic Theory HN Social history and conditions. Social problems. Social reform
spellingShingle	HB Economic Theory HN Social history and conditions. Social problems. Social reform Samar, Rahi Mehwish, Ishtiaq Hafiz Fawad, Ali Mazuri, Abd Ghani What leads to brand hate? Antecedents and outcomes of brand hate
description	The purpose of this study is to investigate the concepts of brand hate. It presents the antecedents and outcomes of brand hate. The study demonstrates five components namely corporate social responsibility (CSR), product/service failures (FAL), negative past experience (NPE), symbolic incongruity (SIC), and ideological incompatibility (IDC) to trigger brand hate, which leads to two behavioral outcomes namely brand avoidance (BAV) and negative word of mouth (NWM). The study shows that corporate social responsibility (CSR) is negatively related to brand hate. Four components Product/Service failures, Negative past experience, Symbolic incongruity, and Ideological incompatibility are positively related to brand hate. Brand hate is positively related to two outcome variables Brand avoidance and Negative word of mouth. Prior studies have focused either on antecedents or the outcomes of negative feelings but do not include a comprehensive model that addresses these issues. The population of this study comprises individual living in three large cities of Pakistan. The data will be collected using survey questionnaire based on convenience sampling approach. Smart PLS software will be used to data analyse.
format	Conference or Workshop Item
author	Samar, Rahi Mehwish, Ishtiaq Hafiz Fawad, Ali Mazuri, Abd Ghani
author_facet	Samar, Rahi Mehwish, Ishtiaq Hafiz Fawad, Ali Mazuri, Abd Ghani
author_sort	Samar, Rahi
title	What leads to brand hate? Antecedents and outcomes of brand hate
title_short	What leads to brand hate? Antecedents and outcomes of brand hate
title_full	What leads to brand hate? Antecedents and outcomes of brand hate
title_fullStr	What leads to brand hate? Antecedents and outcomes of brand hate
title_full_unstemmed	What leads to brand hate? Antecedents and outcomes of brand hate
title_sort	what leads to brand hate? antecedents and outcomes of brand hate
publishDate	2021
url	http://eprints.unisza.edu.my/4554/1/FH03-FPP-21-53033.pdf http://eprints.unisza.edu.my/4554/2/FH03-FPP-21-53191.pdf http://eprints.unisza.edu.my/4554/
_version_	1724079352938758144
score	13.211869

What leads to brand hate? Antecedents and outcomes of brand hate

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