Abstract
Using the assumptions of Sternberg (2003) Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically, we hypothesize that brand hate mediates the relationship between similar competitor offer and brand equity. Moreover, we propose that similar competitor offer and brand hate relationship are stronger for narcissistic individuals. By employing a multi-wave time-lagged research design, we collected data from a sample of (N = 338) dairy product consumers in Pakistan. The findings of moderated-mediation regression analyses indicate that (a) Brand hate mediates the relationship between similar competitor offer and brand equity; and (b) Narcissistic personality moderates a similar competitor offer and brand hate relationship such that a high similar competitor offer led to greater brand hate when narcissism was high. Furthermore, conditional indirect effects reveal that brand hate mediates the relationship between similar competitor offer and brand equity only with individuals exhibiting narcissistic personality traits. The current study offers great insights to managers that by managing similar competitor offer, they can manage the development of brand hate, which can subsequently effect brand equity. Moreover, by profiling customers on the basis of their personalities, marketing managers can effectively invest only in customers with positive tendencies. The current study is unique in that it highlights new avenues in existing research by extending the nascent domain of brand hate in consumer–brand relationships.
Highlights
Consumers are the cornerstone of any enterprise’s success because it is they who decide whether or not to purchase the offered products or services and thereby determine the prosperity and existence of an organization (Kurajdová et al, 2015)
The results showed that the values using dairy product for more than 3 years
We used a time lag approach by which data related to similar competitor offer and narcissistic personality trait were conducted in T1; after a 3-week interval, we conducted brand hate data in T2, and in T3, we collected brand equity data after a 3-week interval (Podsakoff et al, 2003)
Summary
Consumers are the cornerstone of any enterprise’s success because it is they who decide whether or not to purchase the offered products or services and thereby determine the prosperity and existence of an organization (Kurajdová et al, 2015). Previous studies have highlighted negative emotions’ association with failure to purchase certain food products (Johansen et al, 2011; Gutjar et al, 2015; Sosa et al, 2015). They concluded that negative emotions (aggression, disgust, annoyance, and disappointment) have significant impact on food product choices. Growth of ultraheat treated (UHT) milk, which has a shelf life of 6– 9 months, is slow due to reports of poor quality adulteration (Zaheer, 2017), which caused consumer suspicion. Due to reports of such adulteration, and experiences with poor quality, consumer behavior has turned negative toward UHT milk. The complicated emotions of dissatisfied consumers are more difficult to describe than the emotions of satisfied customers; such emotions result in consumer patronage reduction or cessation, complaining, or even boycotting of a product or service (Zarantonello et al, 2016)
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