Abstract

This paper responds to the call by Yadav and Chakrabarti (2022 Yadav, A, and S. Chakrabarti. 2022. Brand hate: a systematic literature review and future research agenda. International Journal of Consumer Studies :1–28. doi: 10.1111/ijcs.12772.[Crossref] , [Google Scholar]) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes.

摘要

本文响应 Yadav 和 Chakrabarti 的号召（2022 亚达夫，A和S.查克拉巴蒂。2022 年。品牌仇恨：系统的文献综述和未来的研究议程。国际消费者研究杂志：1 – 28。doi：10.1111/ijcs.12772。[交叉引用]  ，[谷歌学术]）了解有关不同国家品牌仇恨的更多研究。到目前为止，我们对来自美国（19 篇论文）、英国、法国（各 6 篇论文）、意大利、印度和巴基斯坦（各 4 篇论文）的实证研究进行了审查。本文探讨了斯洛文尼亚这一新的、不同的文化环境中的品牌仇恨。在对 234 名消费者进行的调查中，我们的结果验证了品牌厌恶感，与之前的研究结果一致，但表现形式有所不同。将我们的结果与之前的研究进行比较，我们注意到长期导向似乎决定了哪些前因是最重要的，而个人主义似乎导致了品牌仇恨的结果。