Determinants of Hatred of Local and International Brands and their Relationship to Egyptian Consumer Behavior: A Field Study
, Vol.12
, Fifty-first Issue
PP:40
Authors:
Dr. Zainab Saleh Abd Elfadeel Gad-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication for Girls in Cairo,Al-Azhar University
Abstract:
This study aims to identify:
1. Determine the dimensions of brands hatred according to what experts or consumers from the Egyptian public, the study sample, determine.
2. Identifying the relationship between the dimensions of hatred and the outcomes of hatred, i.e. the negative behavior carried out by the consumer towards the brand, from the point of view of experts and the Egyptian public.
3. Monitoring methods to reduce brands hatred and achieve tolerance for it from the point of view of experts and the public.
The study used an interview tool on a sample of 15 experts who had direct dealings with customers, in addition to a questionnaire tool that was applied to a sample of 390 individuals from the Egyptian public.
The study reached to:
• The most apparent dimensions of hatred were ideological, moral, and ethical avoidance, followed by symbolic contradiction, then experiential avoidance, devaluation and helplessness, and finally avoidance resulting from advertising strategies.
• The most prominent outcomes expressing the reactions of the consumer who disliked the brand were: the negative word in first place, then changing or boycotting the brand, followed by brand complaints, and in last place retaliation against the brand or harming it.
• It appeared that the level of tolerance for the brand was low overall, especially if the reason for disliking the brand was ideological difference or symbolic inconsistency.
• There was a significant effect of the dimensions of brands hatred on the outcomes that appear in hateful consumer behavior.
• It appeared that there was an inverse correlation between the quality of the previous relationship with the brand and forgiveness of the brand.
• There was a significant effect on the dimensions of hatred and brand forgiveness.
Key Words:
Brand Hatred, Quality of Relationship with the Brand, Double Hatred Theory, Aversion Model, Social Identity Theory.
Research Language:
Arabic
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