Abstract

The extant literature on dark side of consumer-brand relationship is still growing. Recently, researchers have given it notable concentration, yet some gaps exist specifically in context of social media brand communities. The present work adds to the understanding of the negative sides of consumer-brand relationship via empirically investigating brand hate in social media based anti-brand communities specifically in an emerging market context of India. This study makes use of survey method to approach 387 users of social media platforms to empirically test an integrated model of precursors and consequents of brand hate in anti-brand social media communities. The data was analyzed using structural equation modeling and its findings confirm positively stronger association of symbolic incongruity and negative past experience with brand hate. Brand hate; in turn, strongly affect non-purchase intention, negative word-of mouth and retaliation. Results have managerial and useful implications for the brand managers.

摘要

关于消费者与品牌关系阴暗面的现有文献仍在不断增加。最近，研究人员对其给予了显着的关注，但在社交媒体品牌社区的背景下特别存在一些差距。目前的工作通过以下方式增加了对消费者与品牌关系的负面影响的理解：对基于社交媒体的反品牌社区中的品牌仇恨进行实证调查，特别是在印度新兴市场背景下。本研究采用调查方法接近387名社交媒体平台用户，实证检验反品牌社交媒体社区中品牌仇恨前兆和后果的综合模型。使用结构方程模型对数据进行分析，其结果证实了象征性不一致和过去的负面经历与品牌仇恨之间存在更强的关联。品牌厌恶；反过来，强烈影响非购买意向、负面口碑和报复。结果对品牌经理具有管理和有用的意义。