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Antecedents to Brand Hate Among Generation Y: A Consumer Cross-Cultural Study
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
Lusíada University North, Portugal.
2017 (English)In: 10th Annual Conference of the EuroMed Academy of Business: Global and national business theories and practice: bridging the past with the future / [ed] Demetris Vrontis, Yaakov Weber & Evangelos Tsoukatos, EuroMed Press , 2017, 1456-1464 p.Conference paper, Published paper (Refereed)
Abstract [en]

Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.

Place, publisher, year, edition, pages
EuroMed Press , 2017. 1456-1464 p.
Series
EuroMed Academy of Business Conference Book of Proceedings, E-ISSN 2547-8516
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-67974ISBN: 978-9963-711-56-7 (electronic)OAI: oai:DiVA.org:lnu-67974DiVA: diva2:1141657
Conference
10th Annual Conference of the EuroMed Academy of Business, September 13-15 2017, Rome, Italy
Available from: 2017-09-15 Created: 2017-09-15 Last updated: 2017-09-15Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf