Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls

Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls

Blog Article

This study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework.A mall intercept survey was used to collect responses from Pakistan shoppers.Based on 461 valid responses, the proposed relationship between antecedents and outcomes of brand hate sequal eclipse 5 battery for shopping malls was assessed using PLS-SEM.The findings of this study indicate that four key antecedents- ideological incompatibility, symbolic incongruity, negative past experiences, and advertising incompatibility - significantly influence the tripartite model of brand hate (anger, fear, sadness) among shoppers in the context of malls.

Moreover, this mall hate significantly impacts a range moen rothbury faucet of six consequents, including mall avoidance, patronage reduction, negative word-of-mouth, third-party complaining, brand retaliation, and brand revenge.This study provides new insights into how mall managers can mitigate the effects of brand hate and improve the overall shopping experience.