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.

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