Fetscherin Publishes Article in the Journal of International Consumer Marketing
September 16, 2022
By Stephanie Rizzo ’09
Business professor Marc Fetscherin’s recent article looks at “brand hate” as defined as an intense, negative emotional feeling toward a brand.
Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin, in collaboration with Slovenian professors Maja Konecnik Ruzzierb, Saabina Ivanov, and Mitja Ruzzier, has published the paper “Brand Hate Internationally: A Validation Study from Slovenia” in the prestigious Journal of International Consumer Marketing.
The article assesses brand hate across cultures and shows that consumer dissatisfaction with brands, image insurgency between the consumers’ self-image and the company image, and corporate wronging trigger the feeling of hate for a brand. The authors also show that brand hate leads consumers to switch to other brands, to complain about the brand privately to friends or publicity on social media, and to take actions to hurt the brand.
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