Macro-level antecedents of consumer brand hate
Purpose: This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities. Design/methodology/approach: The reasons for the existence of anti-brand websites and how they operate in dynamically changing digital platforms are discussed with a literature review and data analysis. Findings: The findings of this study reveal that there is a direct link between consumer dissatisfaction and brand hate, and that there is a partially mediating impact by customer dissatisfaction and corporate social responsibility on consumer brand hate. Originality/value: This study is the first-of-its-kind investigation of the relationships that might exist among corporate social responsibility, consumer complaints and dissatisfaction, consumer anti-branding and brand hate with macro-level indicators. The study is the first of its kind to test macro-level brand hate measures with a set of longitudinal analyses.
Year of publication: |
2018
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Authors: | Kucuk, S. Umit |
Published in: |
Journal of Consumer Marketing. - Emerald, ISSN 0736-3761, ZDB-ID 2032361-X. - Vol. 35.2018, 5 (09.11.), p. 555-564
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Publisher: |
Emerald |
Saved in:
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