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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior

Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

Read More

Featured

G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

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.