Premium
Antecedents of luxury brand hate: A quantitative study
Author(s) -
Bryson Douglas,
Atwal Glyn,
Hultén Peter,
Heine Klaus
Publication year - 2021
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.2387
Subject(s) - advertising , affect (linguistics) , psychology , order (exchange) , word of mouth , brand awareness , brand management , brand extension , social psychology , business , marketing , communication , finance
This study analyses the relationships of the antecedents of “extreme negative affect” toward luxury brands. The results show that the first‐order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word‐of‐mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.