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Brand Hate: The Dark Side of Consumer Attitudes Towards a Brand

Autore
Elisa Salvatori - Università Commerciale Luigi Bocconi di Milano - [2006-07]
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  • Tesi completa: 32 pagine
  • Abstract
    Brand hate, a new marketing construct that assesses consumers’ negative attachment to a brand, can be considered as the ‘‘dark side’’ of consumer preferences, because the literature has not yet dedicated the same effort to this topic as has been devoted to the analysis of positive attitudes and evaluations.
    This work can be divided in three parts: first some ‘‘antecedents’’ regarding negative emotions, hate in particular, and how these emotions could be related to brands, through the summarization of fragmented literature within a single framework. Secondly, relying upon exploratory research and qualitative data, the paper gives an overview of what brand hate is. The method and results from fieldwork will be presented. Data is then divided in various levels and factors can be interpreted in the light of the theoretical perspectives outlined above, with the goal of discovering if brand hate could exist also without brand usage. Finally, using these results, the research will set some hypotheses concerning brand hate and the basis to construct a brand hate scale, which could be tested in further researches.
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