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      I can’t stop hating you: an anti-brand-community perspective on apple brand hate

      , ,
      Journal of Product & Brand Management
      Emerald

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          Abstract

          Purpose

          This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.

          Design/methodology/approach

          The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.

          Findings

          The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.

          Originality/value

          This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.

          Related collections

          Most cited references155

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          Common method biases in behavioral research: A critical review of the literature and recommended remedies.

          Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.
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            Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

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              Structural equation modeling in practice: A review and recommended two-step approach.

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                Author and article information

                Journal
                Journal of Product & Brand Management
                JPBM
                Emerald
                1061-0421
                1061-0421
                November 23 2020
                November 12 2021
                November 23 2020
                November 12 2021
                : 30
                : 8
                : 1115-1133
                Article
                10.1108/JPBM-10-2019-2621
                8db5eb40-879e-4088-9b6d-c1020ae44614
                © 2021

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