Purpose The purpose of this paper is to explore and discuss the concept brand hate. authors present a taxonomy main determinants outcomes hate empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related were tested by means structural equation modelling. Findings show that triggered three (negative past experience, symbolic incongruity, ideological incompatibility) leads behavioral (brand...

Abstract Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct present a strength index (CBSI) which assesses the based on objective secondary data. Design/methodology/approach By applying company‐based equity approach, we standardized CBSI. Findings results show that countries with strongest are smaller, developed in Europe. proposed leads similar widely‐used Anholt GfK Roper nation (NBI), measures...

ABSTRACT Manuscript Type: Empirical Research Question/Issue: Why do firms in China, which has a higher level of economic development, communicate less CSR than India? We use model that includes country‐, industry‐, and firm‐level factors to predict communications intensity, proxy for activities. Findings/Insights: Using data on 68 the largest multinational companies China India, our study shows Indian more primarily due rule‐based, as opposed relation‐based, governance environment. Firms...

Purpose This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 branding. Design/methodology/approach The bibliography was compiled the ISI Web Science database. authors searched that used terms in their title related scope. Then they citation mapping visualize relationships among key works field. Findings search resulted 264 papers by 412 150 journals. field is notably...

Purpose The purpose of this paper is to analyze the status corporate social responsibility (CSR) communications in Brazil, Russia, India, and China (BRIC) nations. four countries are among biggest emerging markets, forecasted have increasing influence economic political spheres. How these manage their communication regards CSR is, thus, focus investigation. Design/methodology/approach This compares extent content with respect from a sample over 100 companies BRIC nations by investigating...

Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories their underlying scales as applied brand love. Current love studies neglect detailed discussion analysis the appropriate theory measurement scale be used. Design/methodology/approach We use 2 × experimental design where we compare (interpersonal versus parasocial) across samples (USA Japan). Model were conducted using exploratory factor analysis, confirmatory multi-group...

Purpose – This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach Based a total 800 consumers, respondents evaluated their relationship with favorite in one four categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used assess these relationships effect. Findings The authors find that love positively influences loyalty both, influence WOM purchase intention. Looking at...

Purpose This paper aims to outline the role of brands as relationship builders and offer a better understanding recent developments key literature in area consumer–brand relationships. Design/methodology/approach is an editorial based mainly on review It uses sentiment range passion intensity position various brand constructs. work follows same bibliometric-analysis approach used by Fetscherin Heinrich (2014) looked for publications Web Science relationships, with reference Fournier’s (1998)...

Purpose This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses relationships among three types transgressions, forgiveness consumer coping strategies. Design/methodology/approach A 3 × 2 research design is used evaluate effects transgression (performance, image value) two degrees severity (high vs low) for Then, this use a design, evaluating together with their on different strategies (switching, attacking purchasing again). Using representative...

Purpose The purpose of this paper is to offer a new perspective country origin effects on consumers' brand personality perceptions domestic and imported automobiles. It aims assess the perceived similarities differences between automobiles from two countries with respect (COB) manufacturing (COM) that same brand. Design/methodology/approach An experimental design was used investigate developed three cars: car; car manufactured in developing by manufacturer; manufacturer country. Data were...

Abstract The question of how and why Chinese firms globalize is one the most pressing issues for businesses today. China's globalization process nothing less than remarkable. twenty‐first century will feature a developing country as leader global economy by 2020, when, estimates, purchasing power parity (PPP) gross domestic product (GDP) surpasses America's. With new role on world's stage, economic political institutions are likely to change. foray into Latin America, example, has changed...

Abstract This study focused on developing a new conceptual model of consumers' perceptions of—and behaviours towards—masstige brands based consumer‐brand relationship and brand equity theory, which was then applied using quantitative data analysis. The research facilitated an exploration how important love, co‐creation need for uniqueness are as masstige antecedents whether happiness, loyalty electronic word mouth outcomes. proposed model's generalisability assessed consumer total sample...

Purpose This study aims to investigate the relationship between brand love and addiction their effects on consumers' negative behaviors with respect excessive spending, trash-talking feeling of anxiety. Design/methodology/approach A sample 352 young fashion consumers responded a structured questionnaire. The resulting data were analyzed structural equation modeling in MPlus. Findings While are related concepts, consumer differ. In presence as mediator love, has significant effect three...

Purpose The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional vs rational content) on Instagram and their effects users’ willingness use offline word mouth (WOM) electronic WOM (eWOM). research model also consists product involvement as moderator. Design/methodology/approach Based results pretest stages, study included stimuli, respondents were presented (i.e. manipulated pictures texts frame). A two-group comparison (positive...