Why Do We Hate Brands?

This study investigates antecedents of brand hate. Specifically, we propose that negative past experience, negative word of mouth (WOM), ideological incompatibility, negative brand-self relationship, and negative social self-connection are the antecedents of brand hate. Further, brand distrust mediates the effects of negative past experience and negative WOM on brand hate.



Citation:

Jiaming Wu and Yao Qin (2018) ,"Why Do We Hate Brands?", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 74-74.

Authors

Jiaming Wu, Macau University of Science and Technology, China
Yao Qin, Macau University of Science and Technology, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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