The Brand Dislike Construct: Scale Development and Application to Actual Brands

The paper aims to describe the concept of brand dislike and presents the results of implementing a brand dislike scale. First of all we analyzed brand dislike on a hypothetical brand and then we applied the measurement scale to actual brands. Data were collected in 2005 in Italy, and the sample was formed from ordinary consumers. From a theoretical/methodological point of view, this research fills a gap in brand attitude research literature: provided that negative attitudes can-not be reduced to the opposite of positive attitudes, they have to be measured with specific tools. At the operational level, this research shows interesting opportunities in terms of brand analysis and management.


Daniele Dalli, Silvia Grappi, Simona Romani, and Giacomo Gistri (2007) ,"The Brand Dislike Construct: Scale Development and Application to Actual Brands", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 680-681.


Daniele Dalli, Universita di Pisa, Italy
Silvia Grappi, Universita di Modena e Reggio Emilia, Italy
Simona Romani, Universita di Sassari, Italy
Giacomo Gistri, Universita di Pisa, Italy


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA

Read More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.