The Category Spillover Effects of Brand Hatred

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 12-17.


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


NA - Advances in Consumer Research Volume 43 | 2015

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