When the Brand Is Bad, I'm Mad! an Exploration of Negative Emotions to Brands

This paper attempts to identify the nature and characteristics of individual negative emotions to brands and the antecedent conditions which affect them. Using introspective essays with consumers in two very diverse cultural contexts (Italy and Palestine), our findings reveal that the negative emotions of dislike and anger are experienced to a much greater extent than others, such as sadness, fear, disappointment. At the same time, we observed the presence of three conditions which consumers focus on and react to in the context of brand, noting that these systematically relate to specific negative emotions. Lastly, we examined the consistencies and differences between our qualitative results and those of previous quantitative research conducted on negative emotions in general.


Simona Romani, Hamdi Sadeh, and Daniele Dalli (2009) ,"When the Brand Is Bad, I'm Mad! an Exploration of Negative Emotions to Brands", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 494-501.


Simona Romani, DEIR, University of Sassari, Italy
Hamdi Sadeh, Al Quds Open University, Palestine
Daniele Dalli, DEA, University of Pisa, Italy


NA - Advances in Consumer Research Volume 36 | 2009

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