The Impact of Personal Context on Brand Hate and Its Outcomes (Case Study: Iran’s Automotive Industry)

Studying the negative emotions of consumers like brand hate has attracted more attention in recent years. This research was conducted with the aim of studying the impact of personal contexts on brand hate and its consequences in Iran's automotive industry using a conceptual model based on the literature. The statistical population is composed of the users of domestic automobiles in Tehran. Moreover, for collecting data, a questionnaire was used which has a desirable content validity and reliability (Cronbach's alpha = 0.882). Using the Morgan’s table, the sample size was 384 for infinite populations. After collecting data, the hypotheses were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using Amos 24 software. The results show that brand hate is triggered by personal context (personal impact) affected by two determinants (negative past experience and symbolic incongruity). In this study, the impact of ideological incompatibity on personal context was rejected. Also brand hate leads to four behavioral outcomes (patronage reduction/cessation, negative word of mouth, complaining, and protest). Finally, based on the results, some suggestions and managerial implications are presented.