The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
Trajectories of brand hate
Open accessAbstract
Taking inspiration from the work of Langner et al. (Mark Lett 27:15–62, 2016), this paper explores how the feeling of brand hate develops over time. To that aim, the paper conducts a series of qualitative interviews during which participants are asked to graphically trace the course of their feelings towards their most currently hated brand. In doing so, the paper identifies five types of trajectories of brand hate: “Negative all the way”, “Down-up”, “Downward slope flattens”, “Roller coaster”, and “Steady decrease”. Moreover, it identifies the most common antecedents (i.e. negative past experience with the brand, corporate wrongdoing, and image incongruence) and outcomes of brand hate and relates them to the trajectories previously identified. Theoretical and managerial implications are discussed.
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Cites
Emotion knowledge: further exploration of a prototype approach
Shaver, P., Schwartz, J., Kirson, D., & O'Connor, C. (1987) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.52.6.1061 · Cited by 3,072
The psychology of social impact
Latané, B. (1981) · American Psychologist · doi:10.1037/0003-066x.36.4.343 · Cited by 2,864
Sternberg, R. J. (1986) · Psychological Review · doi:10.1037/0033-295x.93.2.119 · Cited by 2,614
Measuring Attitude toward the Brand and Purchase Intentions
Spears, N., & Singh, S. N. (2004) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2004.10505164 · Cited by 1,812
Metadata
- Authors
- Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M.
- Venue
- Journal of Brand Management
- Published
- 2018-03-07
- Volume
- 25
- Issue
- 6
- Pages
- 549-560
- ISSN
- 1350-231X (ISSN-L)
- 1479-1803
- OpenAlex
- W2789354111
- Cited by
- 202
- References
- 4
- FWCI
- 24.99
- Type
- journal article
- Language
- en
- Open access
- green
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- Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Management. https://doi.org/10.1057/s41262-018-0105-5
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
