Traits and peculiarities of different brand hate behaviours

Abstract

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.