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Consumer-brand relationships researchers are manifesting an increased interest in investigating the concept of brand hate (e.g., Fetscherin 2019; Kucuk 2019; Zarantonello 2016). In line with this research mainstream, this paper aims to further discern the mechanism of brand hate by studying the trajectories of brand hate across generations. More specifically, we test a model integrating brand hate antecedents and consequences and investigate the moderating role of consumer narcissism on the relationships between brand hate and its consequences. Furthermore, we determine the similarities and differences in brand hate activation and regulation processes between generation Y and generation Z. We posit the following hypotheses: H1: The fallacious character of the brand positively influences active brand hateH2: The fallacious character of the brand has a positive impact on passive brand hateH3: Active brand hate has a positive impact on desire for revenge.H4: Passive hate positively influences the desire for avoidance.H5: Consumer's narcissism positively moderates the relationship between active brand hate and desire for revengeH6: Consumer's narcissism positively moderates the relationship between passive brand hate and desire for avoidance We also propose that the relationship between passive brand hate and desire for avoidance is stronger among generation Y consumers (versus generation z consumers). In addition, we argue that the relationship between active brand hate and revenge is stronger among generation Z consumers (versus generation Y consumers). Our model was tested with data collected from a French representative consumer (N = 361). Data was analyzed via PLS structural equation modeling. All measures are adapted from previous work and were based on six-point Likert scales. Results show that: for the generation Y, all hypotheses were validated except H6 and for the generation Z, all hypotheses were validated except H5 and H6 linked to the moderating role of consumer narcissism. Moreover, in contrast with the desire for avoidance, the desire for revenge is stronger among haters belonging to Generation Z. However, the impact of passive hate on the desire to avoid the brand is more important among Generation Y members. This result could be explained by the incongruent relationships between generation Y consumers and brands, mainly for reasons related to ethics and CSR. Moreover, the narcissistic character of Y consumers seems to accentuate the link between active hate and the desire for revenge. This could be explained by the high sense of entitlement among this generation Twenge (2006). Finally, in accordance with the results of the global model test, consumer narcissism has no significant effect on the relationship between passive hate and desire for avoidance among both generations. 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG. Scopus |
