El Rol de la Calidad Percibida y la Auto-Incongruencia del Consumidor en la Desidentificación Consumidor-Marca
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Publicado
31-05-2023
Jose L. Saavedra Torres
Ashok Bhattarai
Monika Rawal
Bhaskar Upadhyaya Subedi
Assistant Professor of Marketing. Dept of Marketing, Sports Business, and Construction Mgmt. Haile College of Business, Northern Kentucky University. Nun Drive/BC 316. Highland Heights, KY 41099
https://orcid.org/0000-0003-4878-9453
Ashok Bhattarai
Assistant Professor of Marketing. Dillard College of Business Administration. Midwestern State University, 3410 Taft Blvd/Room 227. Wichita Falls, TX 76308
Monika Rawal
Assistant Professor of Marketing. Else School of Management. Millsaps College, 1701 North State Street. Jackson, MS 39210
Bhaskar Upadhyaya Subedi
College of Business and Analytics. Southern Illinois University Carbondale, Rehn Hall 225, Mailcode 4629, Carbondale, IL 62901
Resumen
Investigaciones previas sobre las relaciones consumidor-marca han encontrado que la desidentificación es una de las razones por las que los consumidores se vuelven contra las marcas; sin embargo, los antecedentes de la desidentificación de marca no están claros. Basándose en la teoría del equilibrio, esta investigación argumenta que la auto-incongruencia y las emociones positivas/negativas hacia la marca provocan la desidentificación de la marca. Tomando una muestra de 292 observaciones y utilizando un modelo de ecuaciones estructurales, se encontró que la auto-incongruencia es el principal impulsor de la Desidentificación Consumidor-Marca. Igualmente, se encontró que la calidad percibida influye en la Desidentificación Consumidor-Marca en el nivel más bajo de auto-incongruencia. Los resultados obtenidos de este estudio evidencian que la Desidentificación Consumidor-Marca no está relacionado a un evento en particular, sino que es un proceso continuo de desconexión con la marca donde también intervienen emociones positivas.
Cómo citar
Saavedra Torres, J. L., Bhattarai, A., Rawal, M., & Upadhyaya Subedi, B. (2023). El Rol de la Calidad Percibida y la Auto-Incongruencia del Consumidor en la Desidentificación Consumidor-Marca. Cuadernos De Gestión, 23(2), 37–50. https://doi.org/10.5295/cdg.221836js
- APA
- Chicago
- Harvard Descargar cita
- Endnote/Zotero/Mendeley (RIS)
- BibTeX
##plugins.themes.bootstrap3.article.details##
Keywords
Calidad percibida, Auto-Incongruencia del Consumidor, Desidentificación Marca-Consumidor, Emociones
References
Aaker, J. (1991). The Negative Attraction Effect? A Study of the Attraction Effect Under Judgment and Choice. ACR North American Advances, 18, 462-469. https://www.acrwebsite.org/volumes/7202/volumes/v18/NA-18/full
Aaker, J. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 45-57. https://journals.sagepub.com/doi/pdf/10.1177/002224379903600104
Aaker, J., Fournier, S. & Brasel, S. A. (2004). When Good Brands do Bad. Journal of Consumer Research, 31 (1), 1-16. https://doi.org/10.1086/383419
Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. Sage
Anaza, N. A., Saavedra, J. L., Hair Jr, J. F. , Bagherzadeh, R, Rawal, M, & Osakwe N. C. (2021). Customer-Brand Disidentification: Conceptualization, Scale Development and Validation. Journal of Business Research, 133, 116-131. https://doi.org/10.1016/j.jbusres.2021.03.064
Armstrong, J. S., & Overton, T. S. (1977). Estimating Nonresponse Bias in Mail Surveys. Journal of Marketing Research, 14(3), 396-402. https://doi.org/10.1177/002224377701400320
Astakhova, M, Swimberghe, K. R., & Wooldridge, B. R. (2017). Actual and Ideal-Self Congruence and Dual Brand Pas-sion. Journal of Consumer Marketing, 34(7), 664-672. https://doi.org/10.1108/JCM-10-2016-1985
Attiq, S., Hamid, A. B. A., Khokhar, M. N., Shah, H. J., & Shahzad, A. (2022). “Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement. Frontiers in Psychology, 13, 923870. https://doi.org/10.3389/fpsyg.2022.923870
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Baxter, S. M., & Ilicic, J. (2015). Three’s Company: Investigating Cognitive and Sentiment Unit Imbalance in Co-branding Partnerships. Journal of Brand Management, 22(4), 281-298. https://doi.org/10.1057/bm.2015.7
Becker, J., & Tausch, N. (2014). When Group Memberships are Negative: The Concept, Measurement, and Behavioral Implications of Psychological Disidentification. Self and Identity, 13(3), 294-321. https://doi.org/10.1080/15298868.2013.819991
Bolton, R. N. & Drew, J. H. (1991). A multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384. https://doi.org/10.1086/208564
Bryson, D., Atwal, G., & Hultén, P. (2013). Towards the Conceptualization of the Antecedents of Extreme Negative Affect Towards Luxury Brands. Qualitative Market Research: An International Journal, 16 (4), 393-405. https://doi.org/10.1108/QMR-06-2013-0043
Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service Quality and Satisfaction-The Moderating Role of Value. European Journal of Marketing, 34(11/12), 1338-1352. https://doi.org/10.1108/03090560010764432
Chandler, J. J. & Paolacci, G. (2017). Lie for a Dime: When Most Prescreening Responses are Honest but Most Study Participants are Impostors. Social Psychological and Personality Science, 8(5), 500-508. https://doi.org/10.1177/1948550617698203
Chatzigeorgiou, C., Christou, E., Kassianidis, P., & Sigala, M. (2009). Examining the Relationship Between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism. Tourismos, 4(4), 145-161. https://mpra.ub.uni-muenchen.de/25355/
Chen, Y. S., Lin, C., & Weng, C. S. (2015). The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality. Sustainability, 7(8), 10135-10152. https://doi.org/10.3390/su70810135
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
Delgado-Ballester, E., Palazón, M., & Pelaez-Muñoz, J. (2017). This Anthropomorphised Brand is so Loveable: The Role of Self-Brand Integration. Spanish Journal of Marketing-ESIC, 21(2), 89-101. https://doi.org/10.1016/j.sjme.2017.04.002
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
Edmondson, D. R., & Matthews, L. M. (2022). How Engaged Are your Employees?: Enhancing Engagement Through Autonomy and Skill Discretion in Today’s Changing Environment. Journal of Marketing Theory and Practice, 1-13. https://doi.org/10.1080/10696679.2022.2123348
Elsbach, K. D. & Bhattacharya, C. B. (2001). Defining Who you are by What You're Not: Organizational Disidentification and The National Rifle Association. Organization Science, 12(4), 393-413. https://doi.org/10.1287/orsc.12.4.393.10638
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49. http://refhub.elsevier.com/S0148-2963(21)00750-5/h0210
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
Fetscherin, M. (2019). The Five Types of Brand Hate: How They Affect Consumer Behavior. Journal of Business Re-search, 101, 116-127. https://doi.org/10.1016/j.jbusres.2019.04.017
Fink, J. S., Parker, H. M., Brett, M., & Higgins, J. (2009). Off-Field Behavior of Athletes and Team Identification: Using Social Identity Theory and Balance Theory to Explain Fan Reactions. Journal of Sport Management, 23(2), 142-155. https://doi.org/10.1123/jsm.23.2.142
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.1177/00222437810180010
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24 (4), 343-373. https://doi.org/10.1086/209515
Frijda, N. H., Kuipers, P., & Ter Schure, E. (1989). Relations Among Emotion, Appraisal, and Emotional Action Readiness. Journal of Personality and Social Psychology, 57 (2), 212-228. https://doi.org/10.1037/0022-3514.57.2.212
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common Methods Variance Detection in Busi-ness Research. Journal of Business Research, 69(8), 3192-3198. https://doi.org/10.1016/j.jbusres.2015.12.008
Garsvaite, K., & Caruana, A. (2014). Do Consumers of FMCGs Seek Brands with Congruent Personalities? Journal of Brand Management, 21(6), 485-494. https://doi.org/10.1057/bm.2014.17
Giese, J. L., & Cote, J. A. (2000). Defining Consumer Satisfaction. Academy of Marketing Science Review, 1(1), 1-22. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=bd40d475aab7b417fd2826313b98be1f214ba45a
Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What Consumers Really Want. Harvard Business Press.
Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17, 31-46.
Griggs, D. (2018). What's In A Brand: Aligning Brand Identity And Brand Perception. https://www.forbes.com/sites/theyec/2018/11/15/whats-in-a-brand-aligning-brand-identity-and-brand-perception/?sh=8f71d991987d
Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105-119. https://doi.org/10.1509/jmkr.46.1.105
Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86-93. https://doi.org/10.1509/jmkg.75.4.86
Hair, J. F., Rolph E. A., Tatham, R. L., Black, W. C. (2010). Multivariate Data Analysis. Upper Saddle River, New Jersey: Prentice Hall.
Haji, I. (2014). Negative brand personality: the construct antecedents and outcome variables. Retrieved from https://publications.aston.ac.uk/id/eprint/22445/. Accessed on April, 03, 2023.
Haji, I. (2018). Conceptualizing determinants of negative brand personality. In J. A. T. Gutierrez, R. V. Castielles, E. E. Alonso, & C. G. Mieres (Eds.), Nuevos horizontes del marketing y de la distribucion comercial (10th ed.). España: KRK.
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York, NY: The Guil-ford Press. https://toc.library.ethz.ch/objects/pdf_ead50/5/E50_011157609_TB-Inhalt_006419631.pdf
Heider, F. (1958). The Psychology of Interpersonal Relations. New York, NY: Wiley.
Hogg, M. A. & Terry, D. J. (2000). Social Identity and Self-Categorization Processes in Organizational Contexts. The Academy of Management Review, 25(1), 121-140. https://doi.org/10.5465/amr.2000.2791606
Holbrook, M. B. & Corfman, K. P. (1985). Quality and Value in the Consumption Experience: Phaedrus Rides Again. Perceived Quality, 31(2), 31-57.
Huang, X., Kader, M. S., & Kim, S. (2022). Let's Play with Emojis! How to Make Emojis more Effective in Social Media Advertising Using Promocodes and Temporal Orientation. Journal of Research in Interactive Marketing, 16(4), 665-682. https://doi.org/10.1108/JRIM-04-2021-0113
Hult, G. T. M., Sharma, P. N., Morgeson, F. V. III, & Zhang, Y. (2019). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95 (1), 10-23. https://doi.org/10.1016/j.jretai.2018.10.003
Hummon, N. P. & Doreian, P. (2003). Some Dynamics of Social Balance Processes: Bringing Heider Back into Balance Theory. Social Networks, 25(1), 17-49. https://doi.org/10.1016/S0378-8733(02)00019-9
Husnain, M., Wang, Z., Poulova, P., Syed, F., Akbar, A., Akhtar, M.W., Akbar, M., & Usman, M. (2021). Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model. Frontiers in Psychology, 11, 533216. https://doi.org/10.3389/fpsyg.2020.533216
Iacobucci, D., Posavac, S. S., Kardes, F. R., Schneider, M. J., & Popovich, D. L. (2015). Toward a more nuanced under-standing of the statistical properties of a median split. Journal of Consumer Psychology, 25(4), 652-665. https://doi.org/10.1016/j.jcps.2014.12.002
Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The Impact of Self-Congruity (Symbolic and Func-tional) on the Brand Hate: A Study Based on Self-Congruity Theory. British Food Journal, 121(1), 71-88. https://doi.org/10.1108/BFJ-03-2018-0206
Josiassen, A. (2011). Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75(2), 124-140. https://doi.org/10.1509/jm.75.2.125
Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163-204. https://doi.org/10.1086/266945
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kemp, E., Bui, M., & Chapa, S. (2012). The Role of Advertising in Consumer Emotion Management. International Journal of Advertising, 31(2), 339-353. https://doi.org/10.2501/IJA-31-2-339-353
Khan, B. M. (2010). Brand Personality and Consumer Congruity: Implications for Advertising Strategy. Journal of Brand Management, 7(1), 7-24.
Kim, Y. K., & Sullivan, P. (2019). Emotional Branding Speaks to Consumers’ Heart: The Case of Fashion Brands. Fash-ion and Textiles, 6(1), 1-16. https://doi.org/10.1186/s40691-018-0164-y
Kim, Y. S. K., & Smith, A. K. (2005). Crime and punishment: examining customers’ responses to service organizations’ penalties. Journal of Service Research, 8(2), 162-180. https://doi.org/10.1177/1094670505279418
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. New York: Guilford publications.
Kohli, H. S., Khandai, S., Yadav, R., & Kataria, S. (2021). Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty. Journal of International Commerce, Economics and Policy, 12(2), 2150007. https://doi.org/10.1142/S1793993321500071
Kreiner, G. E. & Ashforth, B. E. (2004). Evidence Toward an Expanded Model of Organizational Identification. Journal of Organizational Behavior, 25(1), 1-27. https://doi.org/10.1002/job.234
Kusek, K. (2016). The Death of Brand Loyalty: Cultural Shifts Mean It’s Gone Forever. Forbes. https://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brand-loyalty-cultural-shifts-mean-its-gone-forever/?sh=1f8f7044ddec
Lam, S. K., Ahearne, M. l., & Schillewaert, N. (2012). A Multinational Examination of the Symbolic–instrumental Framework of Consumer-brand identification. Journal of International Business Studies, 43(3), 306-331. https://doi.org/10.1057/jibs.2011.54
Le Tan, T., & Trang, N. D. (2021). Factors Affecting Brand Switching: The Case of Cellular Service Provider in Danang, Vietnam. Journal of Brand Management, 18(2), 24-44. https://www.proquest.com/docview/2562944836/fulltextPDF/CB49F3A3B1F14EFBPQ/1?accountid=17248#
Lee, M. S., Motion, J., & Conroy, D. (2009). Anti-Consumption and Brand Avoidance. Journal of Business Research, 62 (2), 169-180. https://doi.org/10.1016/j.jbusres.2008.01.024
Magids, S., Zorfas, A., & Leemon, D. (2015). The new science of customer emotions. Harvard Business Review, 76(11), 66-74. https://hbr.org/2015/11/the-new-science-of-customer-emotions
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52. https://journals.sagepub.com/doi/pdf/10.1509/jmkg.75.4.35
Markus, H. R., & Nurius, P. (1986). Possible selves. American Psychologist, 41, 954-969. https://doi.org/10.1037/0003-066X.41.9.954
Martins, M. & Monroe, K. B. (1994). Perceived Price Fairness: A New Look at an Old Construct. NA-Advances in Consumer Research, 21, 75-78. https://www.acrwebsite.org/volumes/7566/volumes/v21/na-21
McGowan, M., Hassan, L. M., & Shiu, E. (2019). Solving Dissociative Group Effects Using Construal Level Theory. European Journal of Marketing, 54(1), 212-237. https://doi.org/10.1108/EJM-07-2018-0468
Nunnally, J. C. (1978). Psychometric Theory 2nd ed. McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44. https://journals.sagepub.com/doi/pdf/10.1177/00222429990634s105
Olshavsky, R. W. (1985). Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective. Perceived Quality, 4(1), 3-29.
Otamendi, F. J., & Sutil Martín, D. L. (2020). The Emotional Effectiveness of Advertisement. Frontiers in Psychology, 11, 2088. https://doi.org/10.3389/fpsyg.2020.02088
Parasuraman, A., & Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174. https://doi.org/10.1177/0092070300281015
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, 64(1), 12-40.
Peng, N., & Chen, A. H. (2015). Diners’ Loyalty Toward Luxury Restaurants: The Moderating Role of Product Knowledge. Marketing Intelligence & Planning, 33(2), 179-196. https://doi.org/10.1108/MIP-03-2014-0049
Pinto, O., & Brandão, A. (2021). Antecedents and Consequences of Brand Hate: Empirical Evidence from the Telecommunication Industry. European Journal of Management and Business Economics, 30 (1), 18-35. https://doi.org/10.1108/EJMBE-04-2020-0084
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral re-search: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
Popp, B., & Woratschek, H. (2017). Consumer–brand Identification Revisited: An Integrative Framework of Brand Identification, Customer Satisfaction, and Price Image and their Role for Brand Loyalty and Word of Mouth. Journal of Brand Management, 24(3), 250-270. https://doi.org/10.1057/s41262-017-0033-9
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the Relationships Between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41-54. https://doi.org/ 10.1177/0047287515620567
Rahimah, A., Dang, H. P., Nguyen, T. T., Cheng, J. M. S., & Kusumawati, A. (2022). The Subsequent Effects of Negative Emotions: From Brand Hate to Anti-Brand Consumption Behavior Under Moderating Mechanisms. Journal of Product & Brand Management, (ahead-of-print). https://doi.org/10.1108/JPBM-12-2021-3778
Rahman, R., Langner, T., & Temme, D. (2021). Brand Love: Conceptual and Empirical Investigation of a Holistic Causal Model. Journal of Brand Management, 28(6), 609-642. https://doi.org/10.1057/s41262-021-00237-7
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that Drive Consumers away from Brands: Measuring Negative Emotions Toward Brands and Their Behavioral Effects. International Journal of Research in Marketing, 29(1), 55-67. https://doi.org/10.1016/j.ijresmar.2011.07.001
Roseman, I. J., Wiest, C., & Swartz, T. S. (1994). Phenomenology, Behaviors, and Goals Differentiate Discrete Emo-tions. Journal of Personality and Social Psychology, 67(2), 206. https://doi.org/10.1037/0022-3514.67.2.206
Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer-Brand Relationship: A Brand Hate Perspective. Journal of Business Research, 144, 1293-1304. https://doi.org/10.1016/j.jbusres.2022.02.065
Ruppel, C. & Einwiller, S. (2021). Pleasant Hostility: Disidentified Consumers' Emotional and Behavioral Reactions to a Brand Crisis. Journal of Consumer Behaviour, 20(1), 186-200. https://doi.org/10.1002/cb.1866
Saavedra Torres, J. L., Bhattarai, A., Dang, A. & Rawal, M. (2023). Do you want to be roasted? The boundaries of using Humor as a Brand-to-Brand Communication Strategy. Journal of Research on Interactive Marketing, (forthcoming). https://doi.org/10.1177/10949968221075817
Saavedra Torres, J. L., Dadgar, O., & Rawal, M. (2017). Style of Thinking as Moderator of Drivers of Consumer Brand Identification: An Abstract. In Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (p. 61). Springer. https://doi.org/10.1007/978-3-319-66023-3_26
Saavedra Torres, J. L., Rawal, M., & Bagherzadeh, R. (2020). Role of Brand Attachment in Customers’ Evaluation of Service Failure. Journal of Product & Brand Management, 30(3), 377-391. https://doi.org/10.1108/JPBM-03-2019-2293
Schmidt, H. J., & Baumgarth, C. (2018). Strengthening Internal Brand Equity with Brand Ambassador Programs: Development and Testing of a Success Factor Model. Journal of Brand Management, 25(3), 250-265. https://doi.org/10.1057/s41262-018-0101-9
Sirgy, J. M. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3), 287-300. https://doi.org/10.1086/208924
Sirgy, J. M., Grewal, D., Mangleburg, T. F., Park. Jae-ok, Chon, Kye-Sung, Claiborne, C. B., . Johar, J.S, & Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25(3), 229-241. https://doi.org/10.1177/0092070397253004
Snoj, B., Korda, A. P., & Mumel, D. (2004). The Relationships Among Perceived Quality, Perceived Risk and Perceived Product Value. Journal of Product & Brand Management, 13(3), 156-167. https://doi.org/10.1108/10610420410538050
Steenkamp, J. B. E. (1990). Conceptual Model of the Quality Perception Process. Journal of Business Research, 21(4), 309-333. https://doi.org/10.1016/0148-2963(90)90019-A
Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53-65. https://doi.org/10.1057/palgrave.jibs.8400002
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of Consumer-Brand Identification. International Journal of Research in Marketing, 29(4), 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001
Svari, S., & Erling Olsen, L. (2012). The role of emotions in customer complaint behaviors. International Journal of Quality and Service Sciences, 4(3), 270-282. https://doi.org/10.1108/17566691211269585
Taylor, S. P. (1967). Aggressive Behavior and Physiological Arousal as a Function of Provocation and the Tendency to Inhibit Aggression. Journal of Personality, 35(2), 297-310. https://doi.org/10.1111/j.1467-6494.1967.tb01430.x
Taylor, V. A., & Bearden, W. O. (2002). The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity. Journal of the Academy of Marketing Science, 30(2), 131-140. https://doi.org/10.1177/03079459994380
Temkin, B. (2016, August 22). The (Large) Connection Between Emotion and Loyalty. Qualtrics XM Institute. https://www.xminstitute.com/blog/connection-emotion-and-loyalty/
Tsaur, S. H., Luoh, H. F., & Syue, S. S. (2015). Positive Emotions and Behavioral Intentions of Customers in Full-Service Restaurants: Does Aesthetic Labor Matter? International Journal of Hospitality Management, 51, 115-126. https://doi.org/10.1016/j.ijhm.2015.08.015
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444-460. https://doi.org/10.1177/0743915620947359
Watanuki, S., & Akama, H. (2020). Neural Substrates of Brand Love: An Activation Likelihood Estimation Meta-Analysis of Functional Neuroimaging Studies. Frontiers in Neuroscience, 14, 534671. https://doi.org/10.3389/fnins.2020.534671
Willige, A. (2021, December 17). People Prefer Brands with Aligned Corporate Purpose and Values. World Economic Forum. https://www.weforum.org/agenda/2021/12/people-prefer-brands-with-aligned-corporate-purpose-and-values
Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic Drivers of Consumer-Brand Identification and Disidentification. Journal of Business Research, 69(2), 785-793. https://doi.org/10.1016/j.jbusres.2015.07.011
Yadav, A., & Chakrabarti, S. (2022). Brand Hate: A Systematic Literature Review and Future Research Agenda. Interna-tional Journal of Consumer Studies, 46, 1992-2019. https://doi.org/10.1111/ijcs.12772
Zajonc, R. B. (1960). The Process of Cognitive Tuning in Communication. The Journal of Abnormal and Social Psychology, 61(2), 159-167. https://doi.org/10.1037/h0047987
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand Hate. Journal of Product & Brand Management 25(1), 11-25. http://dx.doi.org/10.1108/JPBM-01-2015-0799
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Manage-ment, 25(6), 549-560. https://doi.org/10.1057/s41262-018-0105-5
Zeelenberg, M. & Pieters, R. (2006). Looking Backward with an Eye on the Future. In Judgments Over Time: The Inter-play of Thoughts, Feelings, and Behaviors (pp. 210-229). Oxford University Press.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22. https://doi.org/10.1177/002224298805200302
Aaker, J. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 45-57. https://journals.sagepub.com/doi/pdf/10.1177/002224379903600104
Aaker, J., Fournier, S. & Brasel, S. A. (2004). When Good Brands do Bad. Journal of Consumer Research, 31 (1), 1-16. https://doi.org/10.1086/383419
Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. Sage
Anaza, N. A., Saavedra, J. L., Hair Jr, J. F. , Bagherzadeh, R, Rawal, M, & Osakwe N. C. (2021). Customer-Brand Disidentification: Conceptualization, Scale Development and Validation. Journal of Business Research, 133, 116-131. https://doi.org/10.1016/j.jbusres.2021.03.064
Armstrong, J. S., & Overton, T. S. (1977). Estimating Nonresponse Bias in Mail Surveys. Journal of Marketing Research, 14(3), 396-402. https://doi.org/10.1177/002224377701400320
Astakhova, M, Swimberghe, K. R., & Wooldridge, B. R. (2017). Actual and Ideal-Self Congruence and Dual Brand Pas-sion. Journal of Consumer Marketing, 34(7), 664-672. https://doi.org/10.1108/JCM-10-2016-1985
Attiq, S., Hamid, A. B. A., Khokhar, M. N., Shah, H. J., & Shahzad, A. (2022). “Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement. Frontiers in Psychology, 13, 923870. https://doi.org/10.3389/fpsyg.2022.923870
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Baxter, S. M., & Ilicic, J. (2015). Three’s Company: Investigating Cognitive and Sentiment Unit Imbalance in Co-branding Partnerships. Journal of Brand Management, 22(4), 281-298. https://doi.org/10.1057/bm.2015.7
Becker, J., & Tausch, N. (2014). When Group Memberships are Negative: The Concept, Measurement, and Behavioral Implications of Psychological Disidentification. Self and Identity, 13(3), 294-321. https://doi.org/10.1080/15298868.2013.819991
Bolton, R. N. & Drew, J. H. (1991). A multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384. https://doi.org/10.1086/208564
Bryson, D., Atwal, G., & Hultén, P. (2013). Towards the Conceptualization of the Antecedents of Extreme Negative Affect Towards Luxury Brands. Qualitative Market Research: An International Journal, 16 (4), 393-405. https://doi.org/10.1108/QMR-06-2013-0043
Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service Quality and Satisfaction-The Moderating Role of Value. European Journal of Marketing, 34(11/12), 1338-1352. https://doi.org/10.1108/03090560010764432
Chandler, J. J. & Paolacci, G. (2017). Lie for a Dime: When Most Prescreening Responses are Honest but Most Study Participants are Impostors. Social Psychological and Personality Science, 8(5), 500-508. https://doi.org/10.1177/1948550617698203
Chatzigeorgiou, C., Christou, E., Kassianidis, P., & Sigala, M. (2009). Examining the Relationship Between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism. Tourismos, 4(4), 145-161. https://mpra.ub.uni-muenchen.de/25355/
Chen, Y. S., Lin, C., & Weng, C. S. (2015). The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality. Sustainability, 7(8), 10135-10152. https://doi.org/10.3390/su70810135
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
Delgado-Ballester, E., Palazón, M., & Pelaez-Muñoz, J. (2017). This Anthropomorphised Brand is so Loveable: The Role of Self-Brand Integration. Spanish Journal of Marketing-ESIC, 21(2), 89-101. https://doi.org/10.1016/j.sjme.2017.04.002
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
Edmondson, D. R., & Matthews, L. M. (2022). How Engaged Are your Employees?: Enhancing Engagement Through Autonomy and Skill Discretion in Today’s Changing Environment. Journal of Marketing Theory and Practice, 1-13. https://doi.org/10.1080/10696679.2022.2123348
Elsbach, K. D. & Bhattacharya, C. B. (2001). Defining Who you are by What You're Not: Organizational Disidentification and The National Rifle Association. Organization Science, 12(4), 393-413. https://doi.org/10.1287/orsc.12.4.393.10638
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49. http://refhub.elsevier.com/S0148-2963(21)00750-5/h0210
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
Fetscherin, M. (2019). The Five Types of Brand Hate: How They Affect Consumer Behavior. Journal of Business Re-search, 101, 116-127. https://doi.org/10.1016/j.jbusres.2019.04.017
Fink, J. S., Parker, H. M., Brett, M., & Higgins, J. (2009). Off-Field Behavior of Athletes and Team Identification: Using Social Identity Theory and Balance Theory to Explain Fan Reactions. Journal of Sport Management, 23(2), 142-155. https://doi.org/10.1123/jsm.23.2.142
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.1177/00222437810180010
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24 (4), 343-373. https://doi.org/10.1086/209515
Frijda, N. H., Kuipers, P., & Ter Schure, E. (1989). Relations Among Emotion, Appraisal, and Emotional Action Readiness. Journal of Personality and Social Psychology, 57 (2), 212-228. https://doi.org/10.1037/0022-3514.57.2.212
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common Methods Variance Detection in Busi-ness Research. Journal of Business Research, 69(8), 3192-3198. https://doi.org/10.1016/j.jbusres.2015.12.008
Garsvaite, K., & Caruana, A. (2014). Do Consumers of FMCGs Seek Brands with Congruent Personalities? Journal of Brand Management, 21(6), 485-494. https://doi.org/10.1057/bm.2014.17
Giese, J. L., & Cote, J. A. (2000). Defining Consumer Satisfaction. Academy of Marketing Science Review, 1(1), 1-22. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=bd40d475aab7b417fd2826313b98be1f214ba45a
Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What Consumers Really Want. Harvard Business Press.
Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17, 31-46.
Griggs, D. (2018). What's In A Brand: Aligning Brand Identity And Brand Perception. https://www.forbes.com/sites/theyec/2018/11/15/whats-in-a-brand-aligning-brand-identity-and-brand-perception/?sh=8f71d991987d
Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105-119. https://doi.org/10.1509/jmkr.46.1.105
Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86-93. https://doi.org/10.1509/jmkg.75.4.86
Hair, J. F., Rolph E. A., Tatham, R. L., Black, W. C. (2010). Multivariate Data Analysis. Upper Saddle River, New Jersey: Prentice Hall.
Haji, I. (2014). Negative brand personality: the construct antecedents and outcome variables. Retrieved from https://publications.aston.ac.uk/id/eprint/22445/. Accessed on April, 03, 2023.
Haji, I. (2018). Conceptualizing determinants of negative brand personality. In J. A. T. Gutierrez, R. V. Castielles, E. E. Alonso, & C. G. Mieres (Eds.), Nuevos horizontes del marketing y de la distribucion comercial (10th ed.). España: KRK.
Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York, NY: The Guil-ford Press. https://toc.library.ethz.ch/objects/pdf_ead50/5/E50_011157609_TB-Inhalt_006419631.pdf
Heider, F. (1958). The Psychology of Interpersonal Relations. New York, NY: Wiley.
Hogg, M. A. & Terry, D. J. (2000). Social Identity and Self-Categorization Processes in Organizational Contexts. The Academy of Management Review, 25(1), 121-140. https://doi.org/10.5465/amr.2000.2791606
Holbrook, M. B. & Corfman, K. P. (1985). Quality and Value in the Consumption Experience: Phaedrus Rides Again. Perceived Quality, 31(2), 31-57.
Huang, X., Kader, M. S., & Kim, S. (2022). Let's Play with Emojis! How to Make Emojis more Effective in Social Media Advertising Using Promocodes and Temporal Orientation. Journal of Research in Interactive Marketing, 16(4), 665-682. https://doi.org/10.1108/JRIM-04-2021-0113
Hult, G. T. M., Sharma, P. N., Morgeson, F. V. III, & Zhang, Y. (2019). Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases? Journal of Retailing, 95 (1), 10-23. https://doi.org/10.1016/j.jretai.2018.10.003
Hummon, N. P. & Doreian, P. (2003). Some Dynamics of Social Balance Processes: Bringing Heider Back into Balance Theory. Social Networks, 25(1), 17-49. https://doi.org/10.1016/S0378-8733(02)00019-9
Husnain, M., Wang, Z., Poulova, P., Syed, F., Akbar, A., Akhtar, M.W., Akbar, M., & Usman, M. (2021). Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model. Frontiers in Psychology, 11, 533216. https://doi.org/10.3389/fpsyg.2020.533216
Iacobucci, D., Posavac, S. S., Kardes, F. R., Schneider, M. J., & Popovich, D. L. (2015). Toward a more nuanced under-standing of the statistical properties of a median split. Journal of Consumer Psychology, 25(4), 652-665. https://doi.org/10.1016/j.jcps.2014.12.002
Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The Impact of Self-Congruity (Symbolic and Func-tional) on the Brand Hate: A Study Based on Self-Congruity Theory. British Food Journal, 121(1), 71-88. https://doi.org/10.1108/BFJ-03-2018-0206
Josiassen, A. (2011). Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75(2), 124-140. https://doi.org/10.1509/jm.75.2.125
Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163-204. https://doi.org/10.1086/266945
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Kemp, E., Bui, M., & Chapa, S. (2012). The Role of Advertising in Consumer Emotion Management. International Journal of Advertising, 31(2), 339-353. https://doi.org/10.2501/IJA-31-2-339-353
Khan, B. M. (2010). Brand Personality and Consumer Congruity: Implications for Advertising Strategy. Journal of Brand Management, 7(1), 7-24.
Kim, Y. K., & Sullivan, P. (2019). Emotional Branding Speaks to Consumers’ Heart: The Case of Fashion Brands. Fash-ion and Textiles, 6(1), 1-16. https://doi.org/10.1186/s40691-018-0164-y
Kim, Y. S. K., & Smith, A. K. (2005). Crime and punishment: examining customers’ responses to service organizations’ penalties. Journal of Service Research, 8(2), 162-180. https://doi.org/10.1177/1094670505279418
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. New York: Guilford publications.
Kohli, H. S., Khandai, S., Yadav, R., & Kataria, S. (2021). Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty. Journal of International Commerce, Economics and Policy, 12(2), 2150007. https://doi.org/10.1142/S1793993321500071
Kreiner, G. E. & Ashforth, B. E. (2004). Evidence Toward an Expanded Model of Organizational Identification. Journal of Organizational Behavior, 25(1), 1-27. https://doi.org/10.1002/job.234
Kusek, K. (2016). The Death of Brand Loyalty: Cultural Shifts Mean It’s Gone Forever. Forbes. https://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brand-loyalty-cultural-shifts-mean-its-gone-forever/?sh=1f8f7044ddec
Lam, S. K., Ahearne, M. l., & Schillewaert, N. (2012). A Multinational Examination of the Symbolic–instrumental Framework of Consumer-brand identification. Journal of International Business Studies, 43(3), 306-331. https://doi.org/10.1057/jibs.2011.54
Le Tan, T., & Trang, N. D. (2021). Factors Affecting Brand Switching: The Case of Cellular Service Provider in Danang, Vietnam. Journal of Brand Management, 18(2), 24-44. https://www.proquest.com/docview/2562944836/fulltextPDF/CB49F3A3B1F14EFBPQ/1?accountid=17248#
Lee, M. S., Motion, J., & Conroy, D. (2009). Anti-Consumption and Brand Avoidance. Journal of Business Research, 62 (2), 169-180. https://doi.org/10.1016/j.jbusres.2008.01.024
Magids, S., Zorfas, A., & Leemon, D. (2015). The new science of customer emotions. Harvard Business Review, 76(11), 66-74. https://hbr.org/2015/11/the-new-science-of-customer-emotions
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35-52. https://journals.sagepub.com/doi/pdf/10.1509/jmkg.75.4.35
Markus, H. R., & Nurius, P. (1986). Possible selves. American Psychologist, 41, 954-969. https://doi.org/10.1037/0003-066X.41.9.954
Martins, M. & Monroe, K. B. (1994). Perceived Price Fairness: A New Look at an Old Construct. NA-Advances in Consumer Research, 21, 75-78. https://www.acrwebsite.org/volumes/7566/volumes/v21/na-21
McGowan, M., Hassan, L. M., & Shiu, E. (2019). Solving Dissociative Group Effects Using Construal Level Theory. European Journal of Marketing, 54(1), 212-237. https://doi.org/10.1108/EJM-07-2018-0468
Nunnally, J. C. (1978). Psychometric Theory 2nd ed. McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33-44. https://journals.sagepub.com/doi/pdf/10.1177/00222429990634s105
Olshavsky, R. W. (1985). Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective. Perceived Quality, 4(1), 3-29.
Otamendi, F. J., & Sutil Martín, D. L. (2020). The Emotional Effectiveness of Advertisement. Frontiers in Psychology, 11, 2088. https://doi.org/10.3389/fpsyg.2020.02088
Parasuraman, A., & Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174. https://doi.org/10.1177/0092070300281015
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, 64(1), 12-40.
Peng, N., & Chen, A. H. (2015). Diners’ Loyalty Toward Luxury Restaurants: The Moderating Role of Product Knowledge. Marketing Intelligence & Planning, 33(2), 179-196. https://doi.org/10.1108/MIP-03-2014-0049
Pinto, O., & Brandão, A. (2021). Antecedents and Consequences of Brand Hate: Empirical Evidence from the Telecommunication Industry. European Journal of Management and Business Economics, 30 (1), 18-35. https://doi.org/10.1108/EJMBE-04-2020-0084
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral re-search: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
Popp, B., & Woratschek, H. (2017). Consumer–brand Identification Revisited: An Integrative Framework of Brand Identification, Customer Satisfaction, and Price Image and their Role for Brand Loyalty and Word of Mouth. Journal of Brand Management, 24(3), 250-270. https://doi.org/10.1057/s41262-017-0033-9
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the Relationships Between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend. Journal of Travel Research, 56(1), 41-54. https://doi.org/ 10.1177/0047287515620567
Rahimah, A., Dang, H. P., Nguyen, T. T., Cheng, J. M. S., & Kusumawati, A. (2022). The Subsequent Effects of Negative Emotions: From Brand Hate to Anti-Brand Consumption Behavior Under Moderating Mechanisms. Journal of Product & Brand Management, (ahead-of-print). https://doi.org/10.1108/JPBM-12-2021-3778
Rahman, R., Langner, T., & Temme, D. (2021). Brand Love: Conceptual and Empirical Investigation of a Holistic Causal Model. Journal of Brand Management, 28(6), 609-642. https://doi.org/10.1057/s41262-021-00237-7
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that Drive Consumers away from Brands: Measuring Negative Emotions Toward Brands and Their Behavioral Effects. International Journal of Research in Marketing, 29(1), 55-67. https://doi.org/10.1016/j.ijresmar.2011.07.001
Roseman, I. J., Wiest, C., & Swartz, T. S. (1994). Phenomenology, Behaviors, and Goals Differentiate Discrete Emo-tions. Journal of Personality and Social Psychology, 67(2), 206. https://doi.org/10.1037/0022-3514.67.2.206
Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer-Brand Relationship: A Brand Hate Perspective. Journal of Business Research, 144, 1293-1304. https://doi.org/10.1016/j.jbusres.2022.02.065
Ruppel, C. & Einwiller, S. (2021). Pleasant Hostility: Disidentified Consumers' Emotional and Behavioral Reactions to a Brand Crisis. Journal of Consumer Behaviour, 20(1), 186-200. https://doi.org/10.1002/cb.1866
Saavedra Torres, J. L., Bhattarai, A., Dang, A. & Rawal, M. (2023). Do you want to be roasted? The boundaries of using Humor as a Brand-to-Brand Communication Strategy. Journal of Research on Interactive Marketing, (forthcoming). https://doi.org/10.1177/10949968221075817
Saavedra Torres, J. L., Dadgar, O., & Rawal, M. (2017). Style of Thinking as Moderator of Drivers of Consumer Brand Identification: An Abstract. In Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (p. 61). Springer. https://doi.org/10.1007/978-3-319-66023-3_26
Saavedra Torres, J. L., Rawal, M., & Bagherzadeh, R. (2020). Role of Brand Attachment in Customers’ Evaluation of Service Failure. Journal of Product & Brand Management, 30(3), 377-391. https://doi.org/10.1108/JPBM-03-2019-2293
Schmidt, H. J., & Baumgarth, C. (2018). Strengthening Internal Brand Equity with Brand Ambassador Programs: Development and Testing of a Success Factor Model. Journal of Brand Management, 25(3), 250-265. https://doi.org/10.1057/s41262-018-0101-9
Sirgy, J. M. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3), 287-300. https://doi.org/10.1086/208924
Sirgy, J. M., Grewal, D., Mangleburg, T. F., Park. Jae-ok, Chon, Kye-Sung, Claiborne, C. B., . Johar, J.S, & Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25(3), 229-241. https://doi.org/10.1177/0092070397253004
Snoj, B., Korda, A. P., & Mumel, D. (2004). The Relationships Among Perceived Quality, Perceived Risk and Perceived Product Value. Journal of Product & Brand Management, 13(3), 156-167. https://doi.org/10.1108/10610420410538050
Steenkamp, J. B. E. (1990). Conceptual Model of the Quality Perception Process. Journal of Business Research, 21(4), 309-333. https://doi.org/10.1016/0148-2963(90)90019-A
Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53-65. https://doi.org/10.1057/palgrave.jibs.8400002
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of Consumer-Brand Identification. International Journal of Research in Marketing, 29(4), 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001
Svari, S., & Erling Olsen, L. (2012). The role of emotions in customer complaint behaviors. International Journal of Quality and Service Sciences, 4(3), 270-282. https://doi.org/10.1108/17566691211269585
Taylor, S. P. (1967). Aggressive Behavior and Physiological Arousal as a Function of Provocation and the Tendency to Inhibit Aggression. Journal of Personality, 35(2), 297-310. https://doi.org/10.1111/j.1467-6494.1967.tb01430.x
Taylor, V. A., & Bearden, W. O. (2002). The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity. Journal of the Academy of Marketing Science, 30(2), 131-140. https://doi.org/10.1177/03079459994380
Temkin, B. (2016, August 22). The (Large) Connection Between Emotion and Loyalty. Qualtrics XM Institute. https://www.xminstitute.com/blog/connection-emotion-and-loyalty/
Tsaur, S. H., Luoh, H. F., & Syue, S. S. (2015). Positive Emotions and Behavioral Intentions of Customers in Full-Service Restaurants: Does Aesthetic Labor Matter? International Journal of Hospitality Management, 51, 115-126. https://doi.org/10.1016/j.ijhm.2015.08.015
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444-460. https://doi.org/10.1177/0743915620947359
Watanuki, S., & Akama, H. (2020). Neural Substrates of Brand Love: An Activation Likelihood Estimation Meta-Analysis of Functional Neuroimaging Studies. Frontiers in Neuroscience, 14, 534671. https://doi.org/10.3389/fnins.2020.534671
Willige, A. (2021, December 17). People Prefer Brands with Aligned Corporate Purpose and Values. World Economic Forum. https://www.weforum.org/agenda/2021/12/people-prefer-brands-with-aligned-corporate-purpose-and-values
Wolter, J. S., Brach, S., Cronin Jr, J. J., & Bonn, M. (2016). Symbolic Drivers of Consumer-Brand Identification and Disidentification. Journal of Business Research, 69(2), 785-793. https://doi.org/10.1016/j.jbusres.2015.07.011
Yadav, A., & Chakrabarti, S. (2022). Brand Hate: A Systematic Literature Review and Future Research Agenda. Interna-tional Journal of Consumer Studies, 46, 1992-2019. https://doi.org/10.1111/ijcs.12772
Zajonc, R. B. (1960). The Process of Cognitive Tuning in Communication. The Journal of Abnormal and Social Psychology, 61(2), 159-167. https://doi.org/10.1037/h0047987
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand Hate. Journal of Product & Brand Management 25(1), 11-25. http://dx.doi.org/10.1108/JPBM-01-2015-0799
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Manage-ment, 25(6), 549-560. https://doi.org/10.1057/s41262-018-0105-5
Zeelenberg, M. & Pieters, R. (2006). Looking Backward with an Eye on the Future. In Judgments Over Time: The Inter-play of Thoughts, Feelings, and Behaviors (pp. 210-229). Oxford University Press.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22. https://doi.org/10.1177/002224298805200302
Número
Sección
Artículos
Copyright Information
Los autores mantienen el copyright de la publicación. Las publicaciones en Cuadernos de Gestión se distribuyen bajo la licencia de Creative Commons -CC-BY-NC-ND, garantizando el acceso abierto a toda la sociedad.
En concreto la licencia CC-BY-NC-ND permite utilización, copia, distribución y comunicación pública de la obra, siempre que los autores y la fuente sean correctamente citados y no se utilice para propósitos comerciales.
El/la autor/a puede hacer libre uso de su artículo indicando siempre que el texto ha sido publicado en Management Letters/Cuadernos de Gestión y cualquier re-edición del mismo deberá contar con la autorización de la revista.