Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting
By I. Curina, B. Francioni, Sabrina M. Hegner, M. Cioppi. 2020
126 citations recorded by the source corpus.
The purpose of this study is to investigate the brand hate phenomenon for service products in a cross-channel setting (offline/online environment). To reach this objective, structural equation modeling was employed on a sample of 265 consumers. Findings reveal that brand hate positively influences offline negative word-of-mouth (NWOM), online complaining, and non-repurchase intention. Furthermore, while offline NWOM has a positive effect on non-repurchase intention, online complaining has a negative one. Finally, a mediated path was identified, which starts from brand hate and ends with non-repurchase intention through online complaining and offline NWOM. The study provides implications for firms’ marketers and practitioners.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/ddfea2e48c86d940199c126946edf4debf95ee43
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In Organizational Behavior and Human Resource Management
Citations in the corpus
- Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction (2020, background): “Certain brands will try to master their minds to influence consumer interests making it a choice among various existing brand alternatives (Curina et al., 2020).”