The Category Spillover Effects of Brand Hatred

Johannes Boegershausen, University of British Columbia, Canada
Anne-Kathrin Klesse, Tilburg University, The Netherlands
JoAndrea Hoegg, University of British Columbia, Canada
Darren W. Dahl, University of British Columbia, Canada
We test two competing predictions for the spillover effects of brand hatred to same- versus other-category brands: whereas, a revenge-based account predicts that same-category brands profit, a self-protection-based account predicts that the same-category brands suffer. The results of four studies find unequivocal support for the self-protection account.
[ to cite ]:
Johannes Boegershausen, Anne-Kathrin Klesse, JoAndrea Hoegg, and Darren W. Dahl (2015) ,"The Category Spillover Effects of Brand Hatred", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 12-17.