Discusses educational development, focussing on curriculum changes and issues affecting the change in Malaysia and perspectives for the future. Begins with an introduction that…
Abstract
Discusses educational development, focussing on curriculum changes and issues affecting the change in Malaysia and perspectives for the future. Begins with an introduction that describes the school system in general, followed by a description of educational and curriculum development from independence to the present, highlighting the most current trends and changes Malaysia is undertaking. Concludes with discussions on the issue of values education which is being taught in schools and the efforts of the government to mould a united Malaysian nation with Malaysian values, as well as an overview of the current incentives and future perspectives for greater use of technology in the classroom.
Details
Keywords
This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and…
Abstract
Purpose
This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.
Design/methodology/approach
An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.
Findings
Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.
Originality/value
This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.