Faculty Highlights

Fetscherin Presents on Brand Hate

In May, Associate Professor of Business Marc Fetscherin presented the paper “Determinants and Outcomes of Brand Hate” at the European Marketing Academy Conference held in Oslo, Norway. Fetscherin co-authored the paper with Sabrina Hegner and Marianne Van Delzen of the University of Twente.

The paper investigate� negative brand relationships and the co-authors’ findings show that brand hatred is sparked by negative past experience, symbolic incongruity, and ideological incompatibility and eventually leads to brand avoidance, negative word-of-mouth, and brand retaliation.

Fetscherin also served as chair of the session, “Hated, Illegitimate, and Underdog Brands”.