Add to ORKGNegativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies in the case of brand polarization. To this end, the paper reports research findings on the benefits of brand polarization. To identify possible advantages of brand polarization for any involved party data was also collected through 22 semi-structured interviews. The analysis of the interviews identified three parties that can benefit from brand polarization: the polarizing brand as an independent entity, the brand team behind the polarizing brand and the passionate consumers involved with the polarizing brand. The data reveals specific advantages of ...
We investigate how higher versus lower-equity brands attract negative word of mouth (NWOM) from cons...
Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept...
The purpose of this study is to examine associative- and instrumental benefit differentiation based ...
Negativity towards a brand is typically conceived as a significant problem for brand managers. This ...
Purpose: Negativity towards a brand is typically conceived as a significant problem for brand man...
This thesis advances the understanding of brand polarization, a nascent concept in the marketing and...
This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a br...
Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and in...
Purpose – The paper undertakes an empirical study to investigate the nature and magnitude of potenti...
Purpose: This paper aims to focus on the phenomena of negative brand relationships and emotions to ...
Negativity bias has been well studied by psychologists but limited research has been conducted on it...
Purpose \u2013 This study aims to investigate the nature of brand hate, its antecedents and its outc...
An increasing number of consumers expect brands to take a stand on social issues. In response to thi...
Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial init...
Consumers frequently experience negative feelings toward brands; yet existing research has predomina...
We investigate how higher versus lower-equity brands attract negative word of mouth (NWOM) from cons...
Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept...
The purpose of this study is to examine associative- and instrumental benefit differentiation based ...
Negativity towards a brand is typically conceived as a significant problem for brand managers. This ...
Purpose: Negativity towards a brand is typically conceived as a significant problem for brand man...
This thesis advances the understanding of brand polarization, a nascent concept in the marketing and...
This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a br...
Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and in...
Purpose – The paper undertakes an empirical study to investigate the nature and magnitude of potenti...
Purpose: This paper aims to focus on the phenomena of negative brand relationships and emotions to ...
Negativity bias has been well studied by psychologists but limited research has been conducted on it...
Purpose \u2013 This study aims to investigate the nature of brand hate, its antecedents and its outc...
An increasing number of consumers expect brands to take a stand on social issues. In response to thi...
Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial init...
Consumers frequently experience negative feelings toward brands; yet existing research has predomina...
We investigate how higher versus lower-equity brands attract negative word of mouth (NWOM) from cons...
Abstract The purpose of this thesis was to gain a better understanding of the relatively new concept...
The purpose of this study is to examine associative- and instrumental benefit differentiation based ...