Repercussions of Brand Hate on Consumer Behavior: A Text Mining Approach
DOI:
https://doi.org/10.55737/qjss.v-iv.24317Keywords:
Brand Hate, Consumer Well-being, Text Mining, Analytics, Behavioral Responses, Consumer-Brand Relationships, Negative Experiences, Purchase Intention, Consumer BehaviorAbstract
The research is a qualitative study exploring the influence of service quality on purchase intentions, considering e-WOM and consumer well-being as mediators and brand hate as a moderator, using the SHEIN customers’ reviews on Reviews. Specifically, using text mining tools in Python, 181 reviews were reviewed to obtain emotional and topic characteristics regarding service quality, consumers' responses, and brand perception. The results showed that there is a negative relationship between poor service quality and purchase intentions, through negative e-WOM and lowered consumer well-being. However, the presence of brand hate strengthens this negative impact to a considerable extent. The findings highlighted the many nuanced aspects of consumers, which could be beneficial for online retail firms in refining service and brand management efforts.
References
Akiva, N., Greitzer, E., Krichman, Y., & Schler, J. (2008). Mining and visualizing online Web content using BAM: Brand Association Map. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 2, No. 1, pp. 170-171).
Ali, B. J., Saleh, P. F., Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., & Anwar, G. (2021). Impact of service quality on the customer satisfaction: Case study at online meeting platforms. International Journal of Engineering Business and Management, 5(2), 65–77. https://doi.org/10.22161/ijebm.5.2.6
Abdullah, N. N., & Afshar, P. A. (2019). Investigating research and development costs on the profitability of industries. Journal of Organizational Behavior Research, 4(2-2019), 1-14.
Boadi, P. O., Guoxin, L., & Antwi, P. (2017). Customer satisfaction, co-creation intentions and diligent business response. Human Systems Management, 36(3), 251–257. https://doi.org/10.3233/hsm-171771
Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172-182. https://doi.org/10.1108/BFJ-03-2018-0194
Bucak, T. (2014). The effect of service quality on customer satisfaction: A research On hotel businesses. International Journal of Education and Research, 2(1), 1-12. https://www.ijern.com/journal/January-2014/38.pdf
Curina, I., Francioni, B., Hegner, S. M., & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services, 54(102031), 102031. https://doi.org/10.1016/j.jretconser.2019.102031
Ferguson, J. L., & Johnston, W. J. (2011). Customer response to dissatisfaction: A Synthesis of literature and conceptual framework. Industrial Marketing Management, 40(1), 118-127.
Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13–25. https://doi.org/10.1108/jpbm-01-2016-1070
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Homburg, C., Koschate, N., & Hoyer, W. D. (2006). The role of cognition and affect in the formation of customer satisfaction: A dynamic perspective. Journal of Marketing, 70(3), 21–31. https://doi.org/10.1509/jmkg.70.3.021
Husnain, M., Syed, F., Hussain, K., Zhang, Q., Usman, M., & Javed, M. (2023). Explaining the mechanism of brand hate: a mixed-method investigation using moderated mediation in emerging markets. Kybernetes. The International Journal of Cybernetics, Systems and Management Sciences, 52(10), 3857–3877. https://doi.org/10.1108/k-12-2021-1246
Japutra, A., Ekinci, Y., & Simkin, L. (2022). Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking. Journal of Business Research, 145, 442–453. https://doi.org/10.1016/j.jbusres.2022.03.020
Kucuk, S. U. (2008). Negative Double Jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3), 209–222. https://doi.org/10.1057/palgrave.bm.2550100
Kucuk, S. U. (2016). Brand Hate: Navigating Consumer Negativity in the Digital World. Palgrave-MacMillan Publishing.
Kucuk, S. U. (2018). Macro-level antecedents of consumer brand hate. The Journal of Consumer Marketing, 35(5), 555–564. https://doi.org/10.1108/jcm-10-2017-2389
Kucuk, S. U. (2019). What Is Brand Hate? In Brand Hate. Palgrave Macmillan.
Küçükaltan, G. (2007). Hizmet kalitesi kavramına genel bir yaklaşım ve hizmet kalitesinin önemi. Gümüşoğlu et al.(Eds), 1, 57-71.
Nurittamont, W. (2021). The role of e-wom communication impact to consumer’s purchasing intention to healthy food products: an empirical study to testing the mediator and moderator variables. International Journal of Innovation, Creativity and Change, 15(4), 637-652.
Oliver, R. L. (2021). Satisfaction: A behavioral perspective on the consumer. Routledge.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (2020). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Pinto, O., & Brandão, A. (2021). Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry. European Journal of Management and Business Economics, 30(1), 18-35. https://doi.org/10.1108/EJMBE-04-2020-0084
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11-25. https://doi.org/10.1108/JPBM-01-2015-0799
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct. Journal of Product & Brand Management, 30(3), 392–414. https://doi.org/10.1108/jpbm-11-2018-2103
Feldman, R., & Sanger, J. (2006). Information extraction. The text mining handbook: Advanced approaches in analyzing unstructured data, 94-130.
Anderson, L., & Ostrom, A. L. (2015). Transformative service research: advancing our knowledge about service and well-being. Journal of service research, 18(3), 243-249. https://doi.org/10.1177/1094670515591316
Dörre, J., Gerstl, P., & Seiffert, R. (1999, August). Text mining: finding nuggets in mountains of textual data. In Proceedings of the fifth ACM SIGKDD international conference on Knowledge discovery and data mining (pp. 398-401).
Burroughs, J. E., & Rindfleisch, A. (2012). What welfare?: On the definition and domain of transformative consumer research and the foundational role of materialism. In Transformative consumer research for personal and collective well-being (pp. 249-266). Routledge.
Archak, N., Ghose, A., & Ipeirotis, P. G. (2011). Deriving the pricing power of product features by mining consumer reviews. Management Science, 57(8), 1485–1509. https://doi.org/10.1287/mnsc.1110.1370
Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: a systematic literature review. Journal of Relationship Marketing, 19(2), 93-132. https://doi.org/10.1080/15332667.2019.1664871
Fournier, S., & Alvarez, C. (2019). How brands acquire cultural meaning. Journal of Consumer Psychology, 29(3), 519-534. https://doi.org/10.1002/jcpy.1119
Yilmaz, I. (2009). Measurement of service quality in the hotel industry. Anatolia, 20(2), 375-386. https://doi.org/10.1080/13032917.2009.10518915
Akbaba, A., & Kilinc, I. (2001). Servqual practices in service quality and tourism management. Turizm Araştırmaları Dergisi, 22(2), 162-168. https://dergipark.org.tr/en/download/article-file/1001986
Attiq, S., Hamid, A. B. A., Shah, H. J., Khokhar, M. N., & Shahzad, A. (2022). Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach. Frontiers in Psychology, 13, 946362. https://doi.org/10.3389/fpsyg.2022.946362