Skip to main content
SpringerLink
Log in

Antecedents of Brand Hate

  • Chapter
  • First Online:
Brand Hate

  • 983 Accesses

Abstract

This chapter discusses major brand hate antecedents in two strands: company-related antecedents and consumer-related antecedents. Company-related antecedents are discussed as “product and service failures” and “corporate social irresponsibility”. Furthermore, there is discussion of potential interactions among company-related antecedents, as some companies can both provide dysfunctional products and services and can be socially irresponsible. These potential antecedents are discussed in light of the current literature. With regard to consumer-related antecedents, there is a focus on consumer personality traits that might function as major antecedents, such as the case of narcissistic individuals. Narcissism and entitlement are interchangeable as major consumer brand hate indicators in this chapter.

I hate this brand because it is the epitome of greediness and they take advantage of the people who they target.

Anonymous Consumer

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 44.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Baumeister, F. R., Smart, L., & Boden, J. M. (1996). Relation of threatened egotism to violence and aggressions: The dark side of high self-esteem. Psychological Review, 103, 5–33.

    Article  Google Scholar 

  • Bender, S. D. (2012). Mirror, mirror on the wall: Reflecting narcissism. Journal of Clinical Psychology, 68(8), 877–885.

    Article  Google Scholar 

  • Berens, G., van Riel, C. B., & van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35–18.

    Article  Google Scholar 

  • Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good. California Management Review, 47(1), 9–24.

    Article  Google Scholar 

  • Bryson, D., Atwal, G., & Hulten, P. (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research: An International Journal, 16(4), 393–405.

    Article  Google Scholar 

  • Bushman, B. J., & Baumeister, R. F. (1998). Threatened egotism, narcissism, self-esteem, and direct and displaced aggression: Does self-love or self-hate lead to violence? Journal of Personality and Social Psychology, 75, 219–229.

    Article  Google Scholar 

  • Campbell, W. K., Bonacci, A. M., Shelton, J., Exline, J. J., & Bushman, B. J. (2004). Psychological entitlement: Interpersonal consequences and validation of a self-report measure. Journal of Personality Assessment, 83(1), 29–45.

    Article  Google Scholar 

  • Candice R. Hollenbeck & George M. Zinkhan. (2010). “Anti-brand communities, negotiation of brand meaning and the learning process: The case of Wal-Mart” Consumption Markets & Culture, 13(3), 325–345.

    Google Scholar 

  • Cherrier, H. (2009). Anti-consumption discourses and consumer-resistant identities. Journal of Business Research, 62(2), 181–190.

    Article  Google Scholar 

  • Deutsch, M. (1985). Distributive justice: A social-psychological perspective. New Haven, CT: Yale University Press.

    Google Scholar 

  • Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8–19.

    Article  Google Scholar 

  • Exline, J. J., Baumeister, R. F., Bushman, B. J., Keith Campbell, W., & Finkel, E. J. (2004). Too proud to let go: Narcissistic entitlement as a barrier to forgiveness. Journal of Personality and Social Psychology, 87(6), 894–912.

    Article  Google Scholar 

  • Freud, S. (1943). A general introduction to psychoanalysis. Garden City, NY: Garden City Publishing Company, Inc.

    Google Scholar 

  • Funches, V., Markley, M., & Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62(2), 231–238.

    Article  Google Scholar 

  • Gregoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38(6), 738–758.

    Article  Google Scholar 

  • Gregoire, Y., Tripp, T. T., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32.

    Article  Google Scholar 

  • Grubbs, J. B., Exline, J. J., & Keith Campbell, W. (2013). I deserve better and god knows it! Psychological entitlement as a robust predictor of anger at god. Psychology of Religion and Spirituality, 5(3), 192–200.

    Article  Google Scholar 

  • Harrison-Walker, J. L. (2001). E-complaining: A content analysis of an internet complaint forum. Journal of Services Marketing, 15(5), 397–412.

    Article  Google Scholar 

  • Johnson, R. A., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108–125.

    Article  Google Scholar 

  • Johnson, D., & Rusbult, C. E. (1989). Resisting temptation: Devaluation of alternative partners as a means of maintaining commitment in close relationships. Journal of Personality and Social Psychology, 57(6), 967–980.

    Article  Google Scholar 

  • Katyal, K. S. (2010). Stealth marketing and antibranding: The love that dare not speak its name. Buffalo Law Review, 58, 795–849.

    Google Scholar 

  • Kay, J. M. (2006). Strong brands and corporate brands. European Journal of Marketing, 40(7/8), 742–760.

    Article  Google Scholar 

  • Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119–1126.

    Article  Google Scholar 

  • Kucuk, S. U. (2008a). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3):209–222.

    Google Scholar 

  • Kucuk, S. U. (2008b). Consumer exit, voice and ‘power’ on the internet. Journal of Research for Consumers, 15. http://www.jrconsumers.com/academic_articles/issue_15,_2008

  • Kucuk, S. U. (2009a). The evolution of market equalization on the internet. Journal of Research for Consumers, 16. http://jrconsumers.com/academic_articles/issue_16,_2009

  • Kucuk, S. U. (2009b) Consumer empowerment model: from unspeakable to undeniable. Direct Marketing: An International Journal, 3(4):327–342.

    Google Scholar 

  • Kucuk, S. U. (2010). Negative double jeopardy revisited: A longitudinal analysis. Journal of Brand Management, 18(2), 150–158.

    Article  Google Scholar 

  • Kucuk, S. U. (2012). Can consumer power lead to market equalization. Journal of Research for Consumers, 21, 1–25.

    Google Scholar 

  • Kucuk, S. U. (2015a). A semiotic analysis of consumer-generated anti-branding. Marketing Theory, 15(2), 243–264.

    Article  Google Scholar 

  • Kucuk, S. U. (2015b). “Why do Consumers hate your brand?” 4th International Consumer Brand Relationship Conference, May 21–23, Porto-Portugal.

    Google Scholar 

  • Kucuk, S. U., & Krishnamurthy, S. (2007). An analysis of consumer power on the internet. Technovation, 27(1/2), 47–56.

    Article  Google Scholar 

  • Lee, S., & Jude, B. C. (2012). Consumer complaint channel choice in online and offline purchases. International Journal of Consumer Studies, 36(1), 90–96.

    Article  Google Scholar 

  • Lee, M., Motion, J. M., & Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169–180.

    Article  Google Scholar 

  • Luo, X., & Bhattacharyan, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18.

    Article  Google Scholar 

  • Moeller, S. J., Crocker, J., & Bushman, B. J. (2009). Creating hostility and conflict: Effects of entitlement and self-image goals. Journal of Experimental Social Psychology, 45(2), 448–452.

    Article  Google Scholar 

  • Opotow, S. (1990). Moral exclusion and injustice: An introduction. Journal of Social Issues, 46(1), 1–20.

    Article  Google Scholar 

  • Opotow, S. (2005). “Hate, Conflict and Moral Exclusion” in The Psychology of Hate edited by Robert J. Sternberg, American Psycholical Association: Washington D.C., 121–153.

    Google Scholar 

  • Opotow, S., Gerson, J., & Woodside, S. (2005). From moral exclusion to moral inclusion: Theory for teaching peace. Theory Into Practice, 44(4), 303–318.

    Article  Google Scholar 

  • Portwood-Stacer, L. (2013). Media refusal and conspicuous non-consumption: The performative and political dimensions of facebook abstention. New Media and Society, 15(7), 1041–1057.

    Google Scholar 

  • Reidy, E. D., Zeichner, A., Foster, J. D., & Martinez, M. A. (2008). Effects of narcissistic entitlement and exploitativeness on human physical aggression. Personality and Individual Differences, 44, 865–875.

    Article  Google Scholar 

  • Romani, S., Grappi, S., & Bagozzi, R. (2013). My anger is your gain, my contempt your loss: Explaining consumer responses to corporate wrongdoing. Psychology and Marketing, 30(12), 1029–1042.

    Article  Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–244.

    Article  Google Scholar 

  • Silden, S. E., & Skeie, M. E. (2014). Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate, BI Norwegian Business School, Master Thesis.

    Google Scholar 

  • Staub, E. (1990). Moral exclusion, personal goal theory, and extreme destructiveness. Journal of Social Issues, 46(1), 47–64.

    Article  Google Scholar 

  • Stinson, F. S., Dawson, D. A., Goldstein, R. B., Chou, S. P., Huang, B., Smith, S. M., Ruan, W. J., Pulay, A. J., Saha, T. D., Pickering, R. P., & Grant, B. F. (2008). Prevalence, correlates, disability, and comorbidity of DSM-IV narcissistic personality disorder: Results from the wave 2 national epidemiologic survey an alcohol and related conditions. Journal of Clinical Psychiatry, 69(7), 1033–1045.

    Article  Google Scholar 

  • Sweetin, H. V., Knowles, L. L., Summey, J. H., & McQueen, K. S. (2013). Willingness-to-punish the corporate brand for corporate social irresponsibility. Journal of Business Research, 66(10), 1822–1830.

    Article  Google Scholar 

  • Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of doppelganger brand image. Journal of Marketing, 70(1), 50–64.

    Article  Google Scholar 

  • Tripp, T. T., & Gregoire, Y. (2011). When unhappy costumer strike back in the internet. Sloan Management Review, 52(3), 37–44.

    Google Scholar 

  • Twenge, J. M., Kontrath, S., Foster, J. D., Campbell, W. K., & Bushman, B. J. (2008). Ego inflating over time: A cross-cultural meta-analysis of the narcissistic personality inventory. Journal of Personality, 76, 875–901.

    Article  Google Scholar 

  • Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.

    Article  Google Scholar 

  • Ward, C. J., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer‐created complaint web sites. Journal of Consumer Research, 33(2), 220–230.

    Article  Google Scholar 

  • Wu, T. (1999). Application-centered internet analysis. Virginia Law Review, 85(September), 1163–1204.

    Article  Google Scholar 

  • Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. City University of Seattle, Seattle, Washington, USA

    S. Umit Kucuk

Authors
  1. S. Umit Kucuk
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2016 The Author(s)

About this chapter

Cite this chapter

Kucuk, S.U. (2016). Antecedents of Brand Hate. In: Brand Hate. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-41519-2_3

Download citation

Publish with us

Policies and ethics

Search

Navigation