Party brand hate in political market

Antecedents and Consequences

Dados Bibliográficos

ID6233335
AutoresSaikat Banerjee (0000-0001-8883-0903, Indian Institute of Foreign Trade-IIFT, Kolkata, India, autor correspondente), Paras Goel (Indian Institute of Foreign Trade-IIFT, Kolkata, India)
Ano2020
Volume28
Fascículo2
Páginas97-121
Data de publicação2020-05-03
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoAsian Journal of Political Science (JOURNAL)
Identificadores do periódicoISSN: 0218-5377 • E-ISSN: 1750-7812
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02185377.2020.1768417
OpenAlexW3032069140
IdiomaEN
Citações recebidas5
Referências citadas72

Brand hate is defined as a severe dislike for a product or service by the consumer. Although brand hate has been recognized as a critical element, in the political market, there is a lack of understanding of the impact of brand hate on voters. This study is an attempt to examine the antecedents and consequences of brand hate in the political market. The study reveals that unmet expectations, symbolic incongruity, and ideological incompatibility of electorates have a significant positive impact on brand hate intensity. The result shows that political product involvement significantly mediates the relationship between unmet expectations, symbolic incongruity, and ideological incompatibility and brand hate intensity. The study further reveals that as an outcome of political brand hate, electorates put emphasis on either brand avoidance and/or brand extremism. The outcome of this study may help political parties gain knowledge about the impact of political brand hate

Advertising · Business · Ideology · Political science · Politics · Product (mathematics · Consumer Behavior in Brand Consumption and Identification · Hate Speech and Cyberbullying Detection · Law · Psychology · Social and Intergroup Psychology · Social Psychology · Marketing