Better Safe Than Sorry: Effects of Brand Hatred on Preferences For Competing Brands

This research examines effects of brand hatred. While previous work has focused on the impact on the hated brand, we examine the impact of hatred on the brand’s competitors. We show that hatred for a brand leads consumers to eschew close competitors in favor of more distant competitors.



Citation:

Johannes Boegershausen, Joandrea Hoegg, Darren W. Dahl, and Anne-Kathrin Klesse (2017) ,"Better Safe Than Sorry: Effects of Brand Hatred on Preferences For Competing Brands ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 137-137.

Authors

Johannes Boegershausen, University of British Columbia, Canada
Joandrea Hoegg, University of British Columbia,
Darren W. Dahl, University of British Columbia, Canada
Anne-Kathrin Klesse, Erasmus University, Netherlands



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection

Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA

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.