{"title":"当个性碰撞:研究消费者和品牌个性的相互作用对品牌仇恨发展的影响","authors":"Abhishek Yadav","doi":"10.1108/jpbm-01-2023-4307","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.2000,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development\",\"authors\":\"Abhishek Yadav\",\"doi\":\"10.1108/jpbm-01-2023-4307\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48172,\"journal\":{\"name\":\"Journal of Product and Brand Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.2000,\"publicationDate\":\"2024-05-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product and Brand Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-01-2023-4307\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product and Brand Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jpbm-01-2023-4307","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
When personalities collide: examining the impact of consumer and brand personalities’ interplay on brand hate development
Purpose
This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship.
Design/methodology/approach
An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling.
Findings
Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions.
Originality/value
This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.
期刊介绍:
Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.