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: | |
Digital Object Identifier (DOI): | http://dx.doi.org/10.1016/j.ijresmar.2011.07.001 |
Rivista: | |
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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GrappiEmotions_accepted version.pdf | Post-print dell'autore (bozza post referaggio) | Open Access Visualizza/Apri |

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