{"title":"When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM","authors":"Ramazan Kurtoğlu, Tuğba Özbölük, Behiye Altın","doi":"10.1057/s41262-024-00368-7","DOIUrl":null,"url":null,"abstract":"<p>This study aims to investigate the effect of brand cynicism on negative WOM and analyse the mediating role of brand hate in this relationship. The study focuses on brand cynicism, which refers to a defensive attitude towards brands' efforts to convince consumers, who have lost their trust in the brand and think that they have been deceived or sacrificed for the brand's interests. An online survey is conducted to collect data. Results of the study show that brand cynicism has a significant effect on brand hate, and brand hate has a significant effect on the negative WOM variable. Our results also demonstrate that brand hate has a full mediating role in the relationship between brand cynicism and negative WOM, which means, brand cynicism affects negative WOM indirectly through brand hate. The paper can be regarded as a significant contribution to brand cynicism literature which is fairly new and an unexplored area.</p>","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"10 1","pages":""},"PeriodicalIF":4.0000,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Brand Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41262-024-00368-7","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study aims to investigate the effect of brand cynicism on negative WOM and analyse the mediating role of brand hate in this relationship. The study focuses on brand cynicism, which refers to a defensive attitude towards brands' efforts to convince consumers, who have lost their trust in the brand and think that they have been deceived or sacrificed for the brand's interests. An online survey is conducted to collect data. Results of the study show that brand cynicism has a significant effect on brand hate, and brand hate has a significant effect on the negative WOM variable. Our results also demonstrate that brand hate has a full mediating role in the relationship between brand cynicism and negative WOM, which means, brand cynicism affects negative WOM indirectly through brand hate. The paper can be regarded as a significant contribution to brand cynicism literature which is fairly new and an unexplored area.
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The Journal publishes original and insightful peer-reviewed articles as well as industry-based case studies plus invited expert commentaries and editorials which rigorously consider:models and theories effectively used in brand management research and practicehow the world's leading companies are managing their brandsthe latest thinking techniques and initiatives used by agencies and consultantscurrent case studies which explore leading organisations' practical experiences the problems faced and the lessons learnedapplied research from leading business schools research institutes and universitiesIf after reading the aims and scope you consider your article potentially relevant you may submit your work?for consideration as per the?normal process. The Journal Editors do not ordinarily discuss potential suitability of articles prior to submission.The Journal also regularly publishes themed special issues and is essential reading for brand strategists in both private and public sector organisations and academics in universities and business schools - including:Professors and LecturersMaster MBA and PhD studentsBrand ResearchersMarketing and Branding ConsultantsHeads of Branding Brand Directors and ManagersMarketing DirectorsBusiness Development ManagersHeads of Corporate CommunicationsCEOs and Managing DirectorsAgency DirectorsPlanning Directors and Strategic PlannersIP Lawyers and Patent AttorneysTopics covered include but are not limited to:Online or Digital BrandingBrand Metrics and/or AnalyticsLuxury BrandingBrand Ethics and/or Corporate Social ResponsibilityBrand and Finance Brand Reputation Identity and ImageBrand Relationship Loyalty or LoveBranding and TechnologyBranding Innovation and/or R&DBrand Valuation Integrated Brand CommunicationBrand ManagementBrand EquityBrand Community (Online)Product BrandingService BrandingBusiness-to-Business BrandingRetail BrandingPrivate Label Branding Brand Heritage and History Qualitative and Quantitative Brand ResearchBrand Architecture and PortfoliosBrand Alliances and MergersCorporate Brand ManagementBrand ExperienceBrand CrisesBrand CounterfeitsBrand and LawBrand Extension and Brand Growth Brand Credibility and TrustOpen Brand ManagementBrand Elements (Logo Naming Packaging etc.)Branding for Profit and Non-Profit OrganisationsBrand Co-creation Brand Research Methods
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