Oula Bayarassou, Imene Becheur and Pierre Valette-Florence
The purpose of this study is to develop a typology of brand haters, depending on their coping processes to the different stressful consumption situations, and associate these hate…
Abstract
Purpose
The purpose of this study is to develop a typology of brand haters, depending on their coping processes to the different stressful consumption situations, and associate these hate profiles with their corresponding psychological traits.
Design/methodology/approach
The paper uses a mixed methodology composed of two phases, a qualitative and a quantitative one, conducted simultaneously. The aim of the qualitative study is to define clusters of the antecedents and consequences of brand hate and better understand the coping responses of brand haters. This phase uses the OMIE (Multi-Image Elicitation) tool. During the quantitative phase, a series of multiple correspondence analyses (MCAs) allows characterizing and mapping each segment of brand haters according to their personality traits and the coping processes identified during the qualitative phase.
Findings
Depending on their motives and the consequences of their brand hate, we identified three distinct types of brand haters. First, rational haters are particularly sensitive to the brand’s deceptive nature, leading to deep feelings of disappointment and efforts to avoid the brand. Next, hostile haters express an active form of hate driven by unauthentic brand practices or ideological reasons (e.g. exploitation of children), often with a focus on revenge. Lastly, threatened haters experience both passive and active forms of brand hate, stemming from perceived physical and mental threats that extend beyond individual complaints to broader societal issues. In terms of psychological profiles, our findings suggest that rational haters may exhibit extraverted and sophisticated personalities. Hostile haters, on the other hand, are associated with conscientious personality traits. Finally, threatened haters are characterized as agreeable and creative.
Originality/value
The paper uses a unique approach to map hater profiles with their coping responses and psychological traits. Additionally, the mixed methodology employed in this research contributes to its originality.
Details
Keywords
Oula Bayarassou, Imene Becheur and Pierre Valette-Florence
This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the…
Abstract
Purpose
This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two response routes leading to consumer avoidance and revenge. Furthermore, the study explores the moderating impact of narcissism on the relationships between brand hate and its outcomes.
Design/methodology/approach
Data are collected from an online survey of a French representative consumer panel where participants were asked to cite a particular brand they hate, and then assess the different constructs tested in the model. Partial least squares structural equation modeling was used for data analysis.
Findings
The study sheds light on the possible mediators and moderators of brand hate. Particularly, brand betrayal is hypothesized as a mediator between fallacious character of the brand and brand hate. Moreover, the study assesses the impact of narcissism on the relationship between brand hate and desire for avoidance and revenge. Findings show that active brand hate leads to a desire for revenge, whereas passive brand hate positively influences desire for avoidance. Finally, the current research suggests that consumer narcissism fuels desire for revenge on the brand.
Originality/value
To the authors’ knowledge, this study is the first to integrate brand personality (the fallacious character of the brand) and consumer personality (narcissism). The study describes the mechanism through which brand transgressions activate two response routes to brand hate associated with the desires for revenge and avoidance.