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Relating brand anxiety, brand hatred and obsess: moderating role of age and brand affection

Relating brand anxiety, brand hatred and obsess: moderating role of age and brand affection
Relating brand anxiety, brand hatred and obsess: moderating role of age and brand affection

Proficient brand management, including retail brands, is crucial for the success of the firms or retailers. One area of interest is consumers’ negativity towards brands (e.g., hate) due to negative consumer-brand relationships. The present article examines the relationships between brand anxiety, brand hatred and obsess, and illustrates the impacts of age and brand affection on these relationships. Data were collected through an online survey, and partial least squares path modelling was used to test the proposed paths on a sample of 416 consumers. The findings revealed that brand anxiety influenced obsess directly and indirectly through brand hatred. It was also evident that age moderated the path between brand anxiety and brand hatred, while brand affection strengthened the relationship between brand hatred and obsess. Theoretical contributions and managerial implications are discussed subsequently.

Age, Brand affection, Brand anxiety, Brand hatred, Consumer negativity, Obsess
0969-6989
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Kumar Roy, Sanjit
225010e3-d824-4449-a09a-cd50a0319408
Pham, Tram Anh N.
d8d53d66-6405-4029-a119-b6d7ff2cc6b4
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Kumar Roy, Sanjit
225010e3-d824-4449-a09a-cd50a0319408
Pham, Tram Anh N.
d8d53d66-6405-4029-a119-b6d7ff2cc6b4

Japutra, Arnold, Kumar Roy, Sanjit and Pham, Tram Anh N. (2021) Relating brand anxiety, brand hatred and obsess: moderating role of age and brand affection. Journal of Retailing and Consumer Services, 60, [102465]. (doi:10.1016/j.jretconser.2021.102465).

Record type: Article

Abstract

Proficient brand management, including retail brands, is crucial for the success of the firms or retailers. One area of interest is consumers’ negativity towards brands (e.g., hate) due to negative consumer-brand relationships. The present article examines the relationships between brand anxiety, brand hatred and obsess, and illustrates the impacts of age and brand affection on these relationships. Data were collected through an online survey, and partial least squares path modelling was used to test the proposed paths on a sample of 416 consumers. The findings revealed that brand anxiety influenced obsess directly and indirectly through brand hatred. It was also evident that age moderated the path between brand anxiety and brand hatred, while brand affection strengthened the relationship between brand hatred and obsess. Theoretical contributions and managerial implications are discussed subsequently.

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More information

Published date: May 2021
Additional Information: Publisher Copyright: © 2021 Elsevier Ltd
Keywords: Age, Brand affection, Brand anxiety, Brand hatred, Consumer negativity, Obsess

Identifiers

Local EPrints ID: 500214
URI: http://eprints.soton.ac.uk/id/eprint/500214
ISSN: 0969-6989
PURE UUID: 0adf98cc-7d11-4962-a341-fb2f6b9378d5
ORCID for Arnold Japutra: ORCID iD orcid.org/0000-0002-0513-8792

Catalogue record

Date deposited: 22 Apr 2025 17:10
Last modified: 23 Apr 2025 02:14

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Contributors

Author: Arnold Japutra ORCID iD
Author: Sanjit Kumar Roy
Author: Tram Anh N. Pham

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