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Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach.
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- Author(s): Attiq, Saman; Hamid, Abu Bakar Abdul; Shah, Hassan Jalil; Khokhar, Munnawar Naz; Shahzad, Amna
- Source:
Frontiers in Psychology; 7/28/2022, Vol. 13, p1-18, 18p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Consumer well-being is a micromarketing concept that emphasizes on contributions of marketing activities in social welfare. The major objective of the current study is to analyze the impact of self-incongruence on brand dissatisfaction, brand hate, and consumer well-being. This study has utilized the Self-incongruity Theory and the Stimulus-Organism-Response model to test the impact of self-incongruity on anti-consumption and consumer voice behaviors, and subsequent effects on consumer well-being. Data were collected from young consumers of technology products from major cities of Pakistan. A total of 592 consumers answered a paper-andpencil questionnaire using purposive sampling technique. The data were analyzed by partial least square structural equation modeling. The findings of this study reveal that functional and symbolic incongruity predict brand hate and dissatisfaction, which is positively related with brand retaliation. Brand retaliation is negatively related with consumer well-being. This study offers implications for product designers, marketers, advertisers and other stakeholders to improve congruence between what young consumers of technology products expect and what brands are offering to mitigate negative attitudes and behaviors and increase consumer well-being. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Frontiers in Psychology is the property of Frontiers Media S.A. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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