M. Fetscherin, Maja Konečnik Ruzzier, Sabin Ivanov, Mitja Ruzzier
{"title":"Brand Hate Internationally: A Validation Study from Slovenia","authors":"M. Fetscherin, Maja Konečnik Ruzzier, Sabin Ivanov, Mitja Ruzzier","doi":"10.1080/08961530.2022.2122102","DOIUrl":null,"url":null,"abstract":"Abstract This paper responds to the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"436 - 447"},"PeriodicalIF":1.8000,"publicationDate":"2022-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08961530.2022.2122102","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
Abstract This paper responds to the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes.
期刊介绍：
The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.
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