Table of contents - Special Issue: Consumer Negativity Towards Brands
Guest Editors: Silvia Grappi, Lia Zarantonello, Simona Romani
A typology of the perceived risks in the context of consumer brand resistance
Marine Cambefort, Elyette RouxThis paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the risk…
Brand avoidance: underlying protocols and a practical scale
Raphael Odoom, John Paul Kosiba, Christian Tetteh Djamgbah, Linda NarhThe increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations…
Brand hypocrisy from a consumer perspective: scale development and validation
Amélie GuèvremontThere is increasing interest in understanding negative consumer reactions to brands and the nature of negative brand perceptions. The purpose of this paper is to conceptualize the…
I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management
Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-ThomasNegativity 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…
Brand forgiveness
Marc Fetscherin, Alexandra SampedroThis paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and…
The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand
Ilaria Baghi, Veronica GabrielliPrevious research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding…
Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style
Melika Kordrostami, Elika KordrostamiThis study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.
Domains of influence: exploring negative sentiment in social media
Tony Cooper, Constantino Stavros, Angela R. DobeleThe purpose of this study is to empirically examine the manner in which companies mitigate negative sentiment in social media and to map the forces that may lead to pre-emptive…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou