University of Twente Student Theses


Identifying the motives and behaviors of brand hate

Delzen, M. van (2014) Identifying the motives and behaviors of brand hate.

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Abstract:The web 2.0 has given the consumer more power in the relationship with companies. Several websites have emerged where consumers can share the experiences they have with the brand. In recent years, there is an increase in brand websites where consumers can ventilate their extreme negative feelings about the brand. Brand hate can be a serious risk for companies, since it can damage the brand image and reputation of the company. To limit the consequences, this study aims at identifying the motives and behaviors of brand hate. First, different scales were adjusted to fit the brand hate context and an online pre-test was carried out via social media (N=45). The main questionnaire was carried out via a marketing based German website. A total of 298 respondents participated in the survey. Results provided evidence that experiential avoidance, identity avoidance, and moral avoidance are motivations for brand hate. In addition, experiential avoidance can lead to negative word-of-mouth, online complaining, and direct revenge. Identity avoidance can lead to rejection of the brand. It is remarkable that moral avoidance does not lead to behavior at all in this study. This study provides a better understanding of the reasons and the consequences of brand hate. It also further developed the frameworks of current work on brand hate. Companies should try to avoid the brand hate motivations as much as possible and manage the brand hate behaviors. This subject is still in its infancy, so further research is necessary to fully understand the phenomenon brand hate.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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