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Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands
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Author(s): Alvaro Iranzo Barreira (University of Valencia, Spain), Inés Küster (University of Valencia, Spain)and Carla Ruiz-Mafé (University of Valencia, Spain)
Copyright: 2024
Pages: 29
Source title:
Improving Service Quality and Customer Engagement With Marketing Intelligence
Source Author(s)/Editor(s): Mudita Sinha (Christ University, India), Arabinda Bhandari (Presidency University, India), Samant Shant Priya (Lal Bahadur Shastri Institute of Management, India)and Sajal Kabiraj (Häme University of Applied Sciences, Finland)
DOI: 10.4018/979-8-3693-6813-8.ch005
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Abstract
This chapter aims to understand the relationship between the concept of negative customer engagement and Brand Hate and is one of the first to analyse this relationship. In addition, it examines whether the negative emotions of frustration, stress, fear, boredom, and sadness mediate this relationship. This chapter contributes to the study of negative brand-consumer relationships, responding to the research need to contribute more knowledge to the negative valence of customer engagement and brand hate. This study uses structural equation modelling to analyse a unique context, 400 ski and snowboard athletes. The results show how negative customer engagement significantly influences brand hate, mediated by the emotions of frustration, stress and sadness, as opposed to what previous literature suggests.
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