Faculty Highlights

Fetscherin Presents Paper at Netherlands Conference

Rollins Associate Professor of Business Marc Fetscherin presented a paper entitled “Theory of Brand Hate” at the European Marketing Academy Conference in Groningen, Netherlands, in May. The paper assesses the underlying psychological theory of the feeling of hate for brands. In the paper, Fetscherin concludes that Cornell University psychology professor Robert Sternberg’s theory of hate can be applied to people’s relationships with brands. He also showed that different types of hate lead to different consumer outcomes, such as brand avoidance and negative word of mouth.