This study investigates the emerging concept of brand hate in a cross-cultural context. Based on prior studies, we develop and validate a two-dimensional scale of brand hate that includes feelings of aversion and deep resentment. Using qualitative studies and three quantitative surveys (n = 977), we develop Emic (country-specific) scales for France, the United Kingdom, and the United States and an Etic scale (common items). Results demonstrate that the scales’ psychometric properties support discriminant and predictive validities. In addition, results show that the hypothesized antecedents (i.e., trust erosion and perceived unethicality) and consequences (i.e., brand avoidance and protest/boycott) of hate are significantly linked with hate. The findings also reveal that the three countries vary in the Emic and Etic models. Brand practitioners can apply these scales to monitor the consumer–brand relationship, and they can ultimately prevent a negative downward spiral in this relationship.

中文翻译：

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在跨文化背景下衡量品牌仇恨：Emic 和 Etic 量表的开发和验证

本研究调查了跨文化背景下新兴的品牌仇恨概念。根据之前的研究，我们开发并验证了品牌仇恨的二维量表，其中包括厌恶感和深深的怨恨感。通过定性研究和三项定量调查 (n = 977)，我们为法国、英国和美国制定了 Emic（特定国家）量表和 Etic 量表（常见项目）。结果表明，量表的心理测量特性支持判别和预测的有效性。此外，结果表明，假设的仇恨前因（即信任侵蚀和感知的不道德）和后果（即品牌回避和抗议/抵制）与仇恨显着相关。研究结果还表明，这三个国家的 Emic 和 Etic 模型有所不同。品牌从业者可以应用这些尺度来监控消费者与品牌的关系，并最终防止这种关系出现负面的螺旋式下降。