Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg’s (2003) duplex theory of hate, the author presents results with regard to the nature of brand hate, the consequences it entails, its development over time, as well as managerial implications to tackle this phenomenon. An important finding is that a significant proportion of consumers is more inclined to feel dislike rather than hate towards brands and that consumers’ disposition to engage in online WOM and activism is particularly low.
Table of Contents
List of Abbreviations
List of Figures
1. Introduction
2. Theoretical Background
2.1 Brand Hate as a Meta-Theoretical Concept
2.2 Basic Branding Theory
2.2.1 Brands and Consumer-Brand Relationships
2.2.2 Extreme Negative Emotions Towards Brands
2.3 Brand Love and Brand Hate
2.4 Interpersonal Hate
2.5 Sternberg’s Theory of Hate Within a Branding Context
3. Methodology
3.1 Research Method
3.2 Sample and Data Gathering
3.3 Qualitative Content Analysis
4. Findings & Discussion
4.1 The Nature of Brand Hate
4.1.1 Reluctance to Feeling Hate towards Brands
4.1.2 Antecedents of Brand Hate and Dislike
4.1.2.1 Unmet Promises: Service and Product Failure
4.1.2.2 Undesired Self and Reference Group Imagery
4.1.2.3 Corporate wrongdoings and Moral Incongruity
4.1.3 Typical Hate and Dislike Categories and Classification into Sternberg’s Typology
4.2 Behavioral Consequences
4.2.1 Brand Avoidance & Negative WOM as Most Common Brand Hate Behaviors
4.2.2 Low Disposition to Engage in Activism and Online WOM
4.3 Dynamics of Brand Hate
5. Managerial Implications
6. Conclusion
References
Appendices
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