Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects

Romani, Simona; Grappi, Silvia; Dalli, Daniele

doi:10.1016/j.ijresmar.2011.07.001

Consumers’ appraisals of brand-related stimuli originating from both marketer- and non-marketer-controlled sources of information may evoke negative emotional reactions toward certain brands. We derive a scale that includes six distinct brand-related negative emotions (anger, discontent, dislike, embarrassment, sadness, and worry). Studies 1 through 4 demonstrate that our scale achieves convergent and discriminant validity and provides superior insights and better predictions compared to extant emotion scales. Study 5 manipulates specific negative brand-related emotions and reveals that they predict particular behavioral outcomes (i.e., switching, complaining, and negative word of mouth).

Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects / Romani, Simona; Grappi, Silvia; Dalli, Daniele. - In: INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING. - ISSN 0167-8116. - STAMPA. - 29:1(2012), pp. 55-67.

Data di pubblicazione:	2012
Titolo:	Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects
Autore/i:	Romani, Simona; Grappi, Silvia; Dalli, Daniele
Autore/i UNIMORE:	ROMANI, SIMONA GRAPPI, Silvia Dalli, Daniele mostra contributor esterni nascondi contributor esterni
Digital Object Identifier (DOI):	http://dx.doi.org/10.1016/j.ijresmar.2011.07.001
Rivista:	INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume:	29
Fascicolo:	1
Pagina iniziale:	55
Pagina finale:	67
Codice identificativo ISI:	WOS:000304568100007
Codice identificativo Scopus:	2-s2.0-84858800339
Citazione:	Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects / Romani, Simona; Grappi, Silvia; Dalli, Daniele. - In: INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING. - ISSN 0167-8116. - STAMPA. - 29:1(2012), pp. 55-67.
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Utilizza questo identificativo per citare o creare un link a questo documento:
http://hdl.handle.net/11380/688852

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