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Your most unhappy consumers are your greatest source of learning : the effects of avoidance type, company characteristics, and consumer characteristics on brand hate

Koenderink, P.M. (2014) Your most unhappy consumers are your greatest source of learning : the effects of avoidance type, company characteristics, and consumer characteristics on brand hate.

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Abstract:The purpose of this study is to investigate the effects of avoidance type, company characteristics, and consumer characteristics on brand hate. Brand hate can be seen as the extreme negative affective component of attitude towards a brand. Outcomes of these attitudes can be brand avoidance or rejection, or even behavior as boycotting, or sabotage of company property. In order to test the factors influencing brand hate, a 3 (experiential avoidance vs. identity avoidance vs. moral avoidance) x 2 (corporate social performance high vs. corporate social performance low) x 2 (corporate ability low vs. corporate ability high) between-subjects factorial design was executed in this study. Using an online questionnaire, a total of 382 respondents took part in this study. A fictional brand ‘Calmida’ was used to prevent effects due to brand preference or antipathy. The results show that moral avoidance is the strongest motivator for brand hate, and that companies with a strong corporate social performance develop less brand hate within their consumers, compared to companies with a weak corporate social performance. Companies behind brand should always be aware that their brand’s management policies does not have a negative effect on society. In addition, it is important for companies to behave responsible, responsiveness and have clear policies and actions, while it leads to more loyal and satisfied consumers. The author suggest further research to fully understand the topic of brand hate. It is recommended to examine brand hate in other countries, to identify potential cultural differences.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66569
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