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EMAC 2020 Regional Conference


Understanding Brand Hate Internationally: A Validation Study from Slovenia
(R2020-84794)

Published: September 16, 2020

AUTHORS

Sabina Ivanov , School of Economics and Business, University of Ljubljana; Maja Konečnik Ruzzier, School of Economics and Business, University of Ljubljana; Marc Fetscherin, Rollins College; Mitja Ruzzier, University of Primorska, Faculty of Management

KEYWORDS

brand relationship; brand hate; brand switching

ABSTRACT

This paper explores the concept of brand hate in a different cultural setting. It validates the different antecedents and outcomes of brand hate. In addition, it extends previously studies by including in public complaining also social media aspects. Based on an empirical study of 234 Slovenian consumers, our results suggest on one hand that they can feel ‘hate’ for brands, but on the other hand the way it manifests in their behavior is different. Theoretical and practical implications are discussed at the end of this paper.