Faculty Highlights

Fetscherin Publishes on Brand Hate

Associate Professor of Business Marc Fetscherin’s article “Determinants and outcomes of brand hate” was published in the latest issue of the Journal of Product & Brand Management. The article was co-authored by Sabrina Hegner (FH Bielefeld University of Applied Sciences, Germany) and Marianne van Delzen (University of Twente, Netherlands).

In the article, Fetscherin, Hegner, and van Delzen present a taxonomy of the main determinants and outcomes of brand hate and empirically assess this model by surveying German consumers. Their findings show brand hate is triggered by three determinants—negative past experience, symbolic incongruity, and ideological incompatibility—and leads to brand avoidance, negative word of mouth, and brand retaliation behavior.

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