Finance

Identification (biology)

Business

Cluster (spacecraft)

Sample (material)

Biology

Advertising

Marketing

Order (exchange)

Brand awareness

Chemistry

Programming language

Computer science

Botany

Chromatography

Journal of Strategic Marketing

This study aims to describe the nature and main features of brand hate behaviours. In order to achieve this objective, a cluster analysis approach has been adopted, based on a sample of 616 volunteer participants. The cluster analysis results permitted to identify four clusters denominated as Bad Influencer consumers; Indifferent consumers; Forgiving consumers and Radical consumers, whose peculiar characteristics mainly allowed generalizing the consumers' brand hate behaviours with respect to different industrial sectors. By adopting a quantitative approach, the present work enriches the investigation focused on the brand hate issue, through the identification of different strategies that firms could adopt against brand haters.

Traits and peculiarities of different brand hate behaviours