Purpose

This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation was examined. The conditional indirect impact of religiosity on attitude toward offensive advertising and brand retaliation through brand hate was also realized.

Design/methodology/approach

A cross-sectional research design was used using the mall intercept survey technique. Data were collected from 380 respondents visiting the malls in the areas of Pakistan’s twin cities (Rawalpindi and Islamabad) after ensuring appropriateness for the study. Partial least square–structural equation modeling through SmartPLS software was used as a statistical technique to test the hypotheses.

Findings

The findings confirm that attitude toward offensive advertising affects brand hate and brand retaliation positively. The conditional indirect effect of religiosity on the relationship of attitude toward offensive advertising and brand retaliation has also proved significant.

Originality/value

The present study has filled a significant gap in the literature of brand hate by introducing brand hate as a mediator in the relationship of attitude toward offensive advertising and brand retaliation. It further added in the body of knowledge of brand hate by a moderated mediation mechanism of religiosity on the relationship of attitude toward offensive advertising and brand retaliation through brand hate. The present study has considered the non-offensive product being promoted through offensive advertising and explored the impact of attitude toward offensive advertising on brand hate and brand retaliation in Muslim consumers.

中文翻译：

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穆斯林消费者对品牌的仇恨和报复：冒犯性广告重要吗？

目的

本研究旨在从穆斯林消费者对冒犯性广告的态度中调查负面情绪和行为的产生。研究了对冒犯性广告的态度和品牌报复之间品牌仇恨的中介作用。宗教信仰对冒犯性广告的态度和通过品牌仇恨进行品牌报复的有条件的间接影响也得到了体现。

设计/方法/方法

使用商场截距调查技术使用横断面研究设计。在确保研究适合性后，从访问巴基斯坦双城（拉瓦尔品第和伊斯兰堡）地区购物中心的 380 名受访者收集数据。通过 SmartPLS 软件进行的偏最小二乘结构方程模型被用作检验假设的统计技术。

发现

研究结果证实，对攻击性广告的态度对品牌仇恨和品牌报复有积极影响。宗教信仰对攻击性广告和品牌报复的态度之间的间接间接影响也被证明是显着的。

原创性/价值

本研究通过引入品牌仇恨作为对攻击性广告的态度和品牌报复的关系的中介，填补了品牌仇恨文献中的一个重大空白。它通过一种适度的宗教性中介机制进一步增加了品牌仇恨的知识体系，该机制对攻击性广告的态度与通过品牌仇恨进行的品牌报复之间的关系进行了调节。本研究考虑了通过攻击性广告推广的非攻击性产品，并探讨了对攻击性广告的态度对穆斯林消费者品牌仇恨和品牌报复的影响。