La haine envers la marque: Conceptualisation, mesure et conséquences

Abstract : This doctoral paper deals with brand hate related by consumers. Presented in this research as involving an overall negative attitude toward a brand, it is composed of several negative emotions, and always generates a behavior. From three exploratory and four quantitative studies, (1) we define the concept in five dimensions; (2) we highlight the negative attitude toward the brand as brand hate and its dimensions antecedent and negative word-of-mouth and the avoidance of the brand as their consequences; (3) we identify the moderator variables of these relationships as the locus of control, psychological reactance, self-esteem and propensity of consumer to resist; and (4) we draw four hate consumers profiles from the dimensions of brand hate and sociodemographic data.
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Amelie Bottin. La haine envers la marque: Conceptualisation, mesure et conséquences. Gestion et management. Aix-Marseille Université, 2016. Français. ⟨tel-02082707⟩

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