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
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