Details
| Original language | English |
|---|---|
| Pages (from-to) | 1-16 |
| Number of pages | 16 |
| Journal | Journal of business research |
| Volume | 152 |
| Early online date | 25 Jul 2022 |
| Publication status | Published - Nov 2022 |
Abstract
Negative consumer emotions increasingly attract the attention of brand researchers and managers. Especially in today's digital world, these emotions can cause considerable damage to a brand through widespread communication. A growing body of brand research has recently investigated negative emotions. However, most studies focus on brand hate, while other negative emotions receive less attention. Based on five studies, this article provides comprehensive empirical findings on negative brand emotions. Study 0 identifies seven negative emotions that are particularly common in the context of brands. Study 1 maps the perceived (dis)similarities between the seven emotions. Study 2 defines them with regard to their nature. Study 3 provides a profile for all seven emotions based on key characteristics (intensity, duration, control, activity, physical effort, and mental effort). Study 4 analyzes the correlations of the seven emotions with behavioral outcomes (negative word-of-mouth, online complaining, complaining, brand switching, brand avoidance, and revenge).
Keywords
- Anger, Brand emotions, Consumer emotions, Hate, Negative emotions, Rage
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
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In: Journal of business research, Vol. 152, 11.2022, p. 1-16.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Brand hate, rage, anger & co.
T2 - Exploring the relevance and characteristics of negative consumer emotions toward brands
AU - Haase, Janina
AU - Wiedmann, Klaus-Peter
AU - Labenz, Franziska
PY - 2022/11
Y1 - 2022/11
N2 - Negative consumer emotions increasingly attract the attention of brand researchers and managers. Especially in today's digital world, these emotions can cause considerable damage to a brand through widespread communication. A growing body of brand research has recently investigated negative emotions. However, most studies focus on brand hate, while other negative emotions receive less attention. Based on five studies, this article provides comprehensive empirical findings on negative brand emotions. Study 0 identifies seven negative emotions that are particularly common in the context of brands. Study 1 maps the perceived (dis)similarities between the seven emotions. Study 2 defines them with regard to their nature. Study 3 provides a profile for all seven emotions based on key characteristics (intensity, duration, control, activity, physical effort, and mental effort). Study 4 analyzes the correlations of the seven emotions with behavioral outcomes (negative word-of-mouth, online complaining, complaining, brand switching, brand avoidance, and revenge).
AB - Negative consumer emotions increasingly attract the attention of brand researchers and managers. Especially in today's digital world, these emotions can cause considerable damage to a brand through widespread communication. A growing body of brand research has recently investigated negative emotions. However, most studies focus on brand hate, while other negative emotions receive less attention. Based on five studies, this article provides comprehensive empirical findings on negative brand emotions. Study 0 identifies seven negative emotions that are particularly common in the context of brands. Study 1 maps the perceived (dis)similarities between the seven emotions. Study 2 defines them with regard to their nature. Study 3 provides a profile for all seven emotions based on key characteristics (intensity, duration, control, activity, physical effort, and mental effort). Study 4 analyzes the correlations of the seven emotions with behavioral outcomes (negative word-of-mouth, online complaining, complaining, brand switching, brand avoidance, and revenge).
KW - Anger
KW - Brand emotions
KW - Consumer emotions
KW - Hate
KW - Negative emotions
KW - Rage
UR - http://www.scopus.com/inward/record.url?scp=85134850881&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.07.036
DO - 10.1016/j.jbusres.2022.07.036
M3 - Article
AN - SCOPUS:85134850881
VL - 152
SP - 1
EP - 16
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -