Brand hate in the cosmetic industry: drugstore versus luxury make-up brands

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-09-18 DOI:10.1108/yc-10-2022-1624
Sharon Xin Ying Ong, Natalia Vila-Lopez
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Abstract

Purpose Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding. Design/methodology/approach To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire ( N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group. Findings The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate. Originality/value There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.
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化妆品行业的品牌仇恨:药店与奢侈化妆品品牌
目的营销学者已经开始研究年轻消费者对品牌可能产生的负面情绪,比如品牌仇恨。在过去的几十年里,化妆品行业对品牌的厌恶经历了指数级增长。在这个框架中,本文的目的是确定品牌厌恶的五个关键驱动因素的权重,并分析这些权重对于药店和奢侈化妆品牌是否相同(或不相同)。设计/方法/方法为了进行本文的研究,我们在化妆品网红的帮助下联系了化妆品行业的品牌厌恶者。在线问卷的参与者(N = 162)是现有的年轻化妆品消费者。研究人员将他们讨厌的化妆品品牌分为药店和奢侈化妆品品牌两组。研究结果表明:第一,体验、认同、道德、缺失价值和广告回避对品牌厌恶均有正向影响,其中认同回避对品牌厌恶的影响最大;其次,药店和奢侈化妆品品牌厌恶者没有差异,因为每种回避类型对品牌厌恶的强度没有差异。原创性/价值在研究化妆品行业品牌仇恨的文献中存在空白;此外,研究还衡量了在同一领域竞争的奢侈品牌和药店品牌的品牌厌恶驱动因素是否相同。在此框架下,本研究将提供涉及年轻消费者意见的特定行业背景。对消费者品牌关系的研究主要集中在积极形式,而消极形式仍然是一个相对较新的学术兴趣领域。更重要的是,品牌仇恨从多维度的角度进行了调查,不同作者的建议都经过了测试。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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