Purpose

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

Design/methodology/approach

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Findings

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Research limitations/implications

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Practical implications

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

Originality/value

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

中文翻译：

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品牌仇恨的前因和后果：来自电信行业的经验证据

目的

这项研究的目的是将品牌仇恨的前因和后果置于电信行业消极的消费者与品牌关系的背景下。它对服务品牌中消费者行为中的品牌仇恨研究中存在的差距做出了回应。

设计/方法/方法

基于调查的数据是根据理论建模的，该理论旨在将概念应用于电信行业。借助扎实和适应环境的坚实模型，对品牌仇恨在负面因素和对品牌的影响中的作用进行了中介分析。

发现

发现品牌仇恨可以调解提议的所有负面关系，同时在调解负面口碑方面尤为重要。该模型适合服务的营销品牌，并揭示了针对特定于服务营销消费者品牌的负面关系中品牌仇恨功能的新见解。

研究局限/意义

品牌理论可能得益于对消费者与品牌关系负面影响的更深刻见解。更广泛地说明其在不同行业中的成分以及在这种情况下对管理方法的恢复带来了创新和更丰富的理解，尤其是品牌仇恨在中介语境中的作用，如文献所示（Hegner等人，2017; Zarantonello等人，2016年）

实际影响

管理意义包括评估品牌，以分析和关联来自客户的不同情感和概念，从而确定优先级并绘制客户关系接触点。

创意/价值

本研究提出了在南欧电信服务行业背景下品牌仇恨的第一个见解，同时将品牌仇恨作为媒介进行了测试，涉及负面预测因素，导致消费者与品牌关系产生负面结果。