Document Type
Article
Publication Date
2022
Abstract
This paper follows the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. Empirical studies predominately used US (19 papers), UK, France (6 papers each), Italy, India and Pakistan (4 papers each) samples. This paper explores brand hate in Slovenia, a new and different cultural setting. Based on 234 consumers, our results validate the feeling of brand hate in line with previous studies, but the way it manifests is different. Comparing our results to previous studies, we find Long Term Orientation drives which antecedents is the most important one whereas Individualism drives brand hate outcomes.
Published In
Marc Fetscherin, Maja Konecnik Ruzzier, Sabrina Ivanov, and Mitja Ruzzier. “Brand Hate Internationally: A Validation Study from Slovenia.” Journal of International Consumer Marketing 35, no.4 (2022): 436–447. https://doi.org/10.1080/08961530.2022.2122102
Publication Title
Journal of International Consumer Marketing
DOI
10.1080/08961530.2022.2122102