دانلود مقاله با موضوع سوابق و پیامدهای نفرت برند: شواهد تجربی از صنعت مخابرات
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موضوع به انگلیسی:Antecedents and consequences of
brand hate: empirical evidence
from the
telecommunication industry
بخشی از متن:Abstract
Purpose – The purpose of this study is to place the antecedents and consequences of brand hate in the context
of negative consumer–brand relationship in the telecommunication industry. It provides a response to the
existing gap in the research on brand hate in consumer behavior in service brands.
Design/methodology/approach – A survey-based data was modeled after theory that aims to apply
concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation
analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.
Findings – Brand hate was found to mediate all the negative relationships proposed, while showing to be
especially significant in mediating negative word of mouth. This model appropriately fits the services’
marketing brand and revealed new insights into the function of brand hate in negative relationships that are
specific to service marketing consumer brands.
Research limitations/implications – Branding theory may benefit from deeper insights into the negative
side of consumer–brand relationships. A broader illustration of its constituents in different industries and the
recovery of the management approach to these circumstances bring innovation and a richer understanding,
specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017;
Zarantonello et al., 2016)
Practical implications – Managerial implications include assessing brands in analyzing and relating to
different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship
touchpoints.
Originality/value – The present study presents a first insight of brand hate in the context of the service
industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative
predictors leading to negative outcomes in consumer–brand relationships.
Keywords Brand hate, Brand avoidance, Negative word of mouth, Negative experience, Relationship
marketing, Behavioral insight
Paper type Research paper
