Determining the Motives and Behaviors of Brand Hate

2021 ◽  
pp. 474-498
Author(s):  
Reyhan Günaydin ◽  
Emel Yıldız
Keyword(s):  
Brand Equity ◽  
Experiential Avoidance ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Negative Word ◽  
Face To Face ◽  
Brand Switching ◽  
Positive Effect ◽  
Brand Hate

The aim of this study is to determine the effects of experiential avoidance, moral avoidance, and identity avoidance on brand hate. In addition, this study of brand hate, brand revenge, brand switching intention, electronic negative word of mouth marketing and its effects on brand equity have been tested. The data in this study were obtained from a face-to-face survey with 394 consumers. Cronbach alpha coefficient analysis was used for the reliability of the scales. Factor analysis was used for the validity of the scales. The hypotheses in the study were tested by structural equation analysis. According to the results of the study; ıt was concluded that there is a positive effect of experiential avoidance, identity avoidance, and moral avoidance on brand hate. Also, brand hate has a positive effect on revenge, electronic negative word of mouth marketing, brand switching intention. In addition, brand hate has been found to have a negative impact on the overall brand equity.

Issues With the Importance of Branding, Brand Personality and Symbolic Meaning of Brands in the Smartphone Industry

2019 ◽  
pp. 56-97
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem
Keyword(s):  
Word Of Mouth ◽  
Identity Theory ◽  
Brand Personality ◽  
Negative Word ◽  
Symbolic Meaning ◽  
Comparative Advertising ◽  
Managerial Practices ◽  
Brand Switching ◽  
Social Creativity ◽  
Positive Effect

The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to identify with the mission of the company and furthermore to demonstrate loyalty to its products. Drawing on the identity theory perspective, this chapter aims to examine the resistance to brand switching in the smartphone industry. The findings suggest that brand identifiers sometimes proactively generate negative word-of-mouth about brands that they do not identify with, especially after they are exposed to comparative advertising. Several insights regarding the literature on resistance to brand switching in the smartphones industry were identified, including conceptualizing social creativity. Suggestions are offered for future researchers, and implications for managerial practices on the study findings are provided.

The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth

2019 ◽  
Vol 43 (5) ◽  
pp. 818-841
Author(s):  
Chih Wen-Hai ◽  
Chien-Yun Yuan ◽  
Ming-Te Liu ◽  
Jiann-Fa Fang
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Negative Emotion ◽  
Negative Emotions ◽  
Negative Word ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Revenge Plays ◽  
Positive Effect

Purpose All previous research seldom considered the proliferation process from the perspective of consumers or from a negative perspective to examine the desire for revenge and negative word of mouth (WOM) caused by deficiencies in innovative products. The purpose of this paper is to investigate consumers’ subsequent behaviors after they have outward and inward negative emotions such as anger and regret. The objective of this study is to explore the different effects of customers’ anger and regret on desire for revenge and negative WOM. Design/methodology/approach This research uses structural equation modeling to analyze 226 samples. Findings The results showed that regret has significant and positive effects on desire for revenge and negative WOM but anger has only a significant and positive effect on desire for revenge. Moreover, desire for revenge has a significant and positive effect on negative WOM. In addition, the desire for revenge plays a crucial mediator between anger and negative WOM as well as regret and negative WOM. Practical implications Corporations can use tangled emotions among consumers to predict the development of the desire for revenge and immediately implement remedies for deficiencies to prevent consumers from developing the desire for revenge and spreading negative WOM regarding the corporation or product, or engaging in other revenge behaviors. Corporations can easily detect and prevent the path between anger and revenge behaviors simply based on the desire for revenge. In contrast to the outward negative behavior that is anger, regret is implicit and internal. Originality/value This study explored two negative emotions of affect (anger and regret) based on affection and conation/action of the tricomponent attitude model and their different effects on consumers’ revenge behaviors such as desire for revenge and negative WOM. The contributions of this research are to clarify the different relationships between outward negative emotion (anger) and desire for revenge/negative WOM as well as inward negative emotion (regret) and desire for revenge/negative WOM.

scholarly journals The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam

2021 ◽  
Vol 14 (4) ◽  
pp. 164
Author(s):  
Quang Bach Tran ◽  
Quoc Hoi Le ◽  
Hoai Nam Nguyen ◽  
Dieu Linh Tran ◽  
Thi Thuy Quynh Nguyen ◽  
...  
Keyword(s):  
Employee Engagement ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Model ◽  
Negative Impact ◽  
Theory And Practice ◽  
Emotional Engagement ◽  
Opportunistic Behavior ◽  
Corporate Brand ◽  
The Impact

Brand is considered a valuable asset that a business wants to create and maintain growth throughout its business cycle. This paper examines the impact of corporate brand equity on employees’ opportunistic behavior. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis of structural model with a scale of 609 samples of employees of enterprises in Vietnam. The research results show that corporate brand equity has a negative impact on employees’ opportunistic behavior. In the relationship between these two factors, trust and emotional engagement act as intermediate factors. Additionally, the research demonstrates that trust has a positive effect on all three components of employee engagement, including emotional engagement, computational engagement, and standards-based engagement. On that basis, the research suggests a number of recommendations to minimize the opportunistic behavior of employees in the enterprise. The findings of this study have shown the importance and impact of brand equity on employee opportunistic behavior. These are meaningful contributions in both theory and practice to help businesses gain deeper insight into brand equity and the need to pay attention to building and developing durable brand equity for businesses. At the same time, it is an important basis for the next research projects.

scholarly journals The Impact of Brand Equity on Conversion Behavior in the Use of Personal Banking Services: Case Study of Commercial Banks in Vietnam

2021 ◽  
Vol 14 (8) ◽  
pp. 346
Author(s):  
Thi Thu Cuc Nguyen
Keyword(s):  
Brand Equity ◽  
Commercial Banks ◽  
Structural Equation ◽  
Quantitative Research ◽  
Negative Impact ◽  
Banking Services ◽  
Quantitative Research Methods ◽  
Two Factors ◽  
Customer Services ◽  
The Impact

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research methods, through linear SEM (Structural Equation Modelling) analysis, with survey data including 554 samples of individual customers of commercial banks. The study’s findings show that the bank’s brand equity has a negative impact on the behavior of individual customers. In the relationship between these two factors, competitive advertising effectiveness and loyalty of customers act as intermediary factors. On that basis, the study makes a number of recommendations to preclude customers leaving and minimize business losses caused by the conversion of customers’ banks. The findings of this study have shown the importance and impact of brand equity on conversion behavior in the use of personal customer services. These are meaningful contributions both theoretically and practically to help banks get a deeper insight into brand equity and the need to pay attention to building and developing sustainable brand equity for the bank, as well as an important basis for further research.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

The Influence of Social Networks on the Choice of a University Brand by Generation Y

2021 ◽  
Vol 4 (62) ◽  
pp. 5-22
Author(s):  
Nargiza Aliyeva ◽  
Gaukhar Mukhamediyeva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Generation Y ◽  
Word Of Mouth ◽  
Social Space ◽  
Electronic Word Of Mouth ◽  
The Impact ◽  
Positive Effect ◽  
University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

Antecedents of smartphone brand switching: a push–pull–mooring framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Muhua Li ◽  
Haiying Wei ◽  
Zelin Tong
Keyword(s):  
Structural Equation ◽  
Content Type ◽  
Brand Switching ◽  
Equation Modelling ◽  
Emotional Commitment ◽  
Alternative Attractiveness ◽  
Fierce Competition ◽  
Push Factor ◽  
Positive Effect ◽  
Modelling Approach

PurposeRecent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.Design/methodology/approachBased on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.FindingsResults show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.Originality/valueThis study enriches the brand switching literature and offers significant implications for customer retention.

scholarly journals WORD OF MOUTH SEBAGAI KONSEKUENSI KEPUASAN PELANGGAN

2018 ◽  
Vol 11 (1) ◽  
pp. 111
Author(s):  
Eny Purbandari ◽  
Dyah Sugandini ◽  
Heru Tri Sutiono
Keyword(s):  
Patient Satisfaction ◽  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
The Impact ◽  
Positive Effect

<p><em>The objective of this study is to investigate the impact of price and service quality on customer satisfaction to increase words of mouth. Data were collected by distributes questionnaires to 110 patient of Bhayangkara Polda DIY Hospital. Then, data was analyzed using structural equation modeling. The result showed that service quality, price and image have positive effect on patient satisfaction and patient satisfaction has a positive effect on words of mouth. The results also shows that image have the highest effect in creating the satisfaction. Therefore, the models of words of mouth have acceptable.</em></p>

scholarly journals Pengaruh Kualitas Layanan Terhadap Citra Destinasi Desa Wisata Ketingan Dengan Electronic Word of Mouth Sebagai Variabel Pemediasi

2019 ◽  
Vol 10 (2) ◽  
Author(s):  
Chriswardana Bayu Dewa
Keyword(s):  
Service Quality ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sample Selection ◽  
Equation Model ◽  
Destination Image ◽  
Research Subjects ◽  
Probability Sampling ◽  
Positive Effect

Abstract- Ketingan Tourism Village is located in Tirtoadi Village, Mlati, Sleman, Yogyakarta which has the potential as one of the village's tourist destination destinations in Yogyakarta. However, the development of the village tourism is still not optimal, especially in terms of product socialization and marketing strategies that have not been prospective, so there needs to be an effort to increase the attractiveness of village tourism.This research presents that, there are many other factors that can influence consumer decisions in traveling, but the source of individual information turns out to be the main influence that shapes one's perception in visiting a tourist area. The research subjects are tourists who are members of the Yogyakarta backpacker facebook group. The sample selection uses a non-probability sampling method consisting of 120 people. Hypotheses are tested using Structural Equation Model (SEM). This study found that service quality has a positive effect on e-word of mouth, e-word of mouth has a positive effect on destination image, service quality has a positive effect on destination image and e-word of mouth can fully mediate a positive relationship between service quality with image destination. Keyword: Service Quality, Destination Image, e-Word of Mouth Abstrak - Desa Wisata Ketingan terletak di Desa Tirtoadi, Mlati, Sleman, Yogyakarta memiliki potensi sebagai salah satu tujuan destinasi obyek wisata desa yang ada di Yogyakarta. Akan tetapi pengembangan desa wisata tersebut masih belum maksimal khususnya dalam hal sosialisasi produk dan strategi pemasaran yang belum prospektif sehingga perlu adanya upaya untuk meningkatkan daya tarik wisata desa. Penelitian ini menyajikan bahwa, banyak sekali faktor lain yang dapat mempengaruhi keputusan konsumen dalam berwisata, tetapi sumber informasi individual ternyata menjadi pengaruh utama yang membentuk persepsi seseorang dalam mengunjungi suatu daerah wisata. Subyek penelitian adalah para wisatawan yang tergabung dalam grup facebook backpacker Yogyakarta. Pemilihan sampel menggunakan metode non-probability sampling  yang terdiri dari 120 orang. Hipotesis diuji dengan menggunakan Structural Equation Model (SEM). Penelitian ini menemukan bahwa kualitas pelayanan berpengaruh positif terhadap e-word of mouth, e-word of mouth berpengaruh positif terhadap citra destinasi, kualitas layanan berpengaruh positif terhadap citra destinasi dan e-word of mouth secara penuh dapat memediasi hubungan positif antara kualitas layanan terhadap citra destinasi.Kata Kunci: Kualitas Layanan, Citra Destinasi, e-Word of Mouth

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

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