Return to search

Glamour Gone Awry: Exploring Brand HateAmong Millennials Towards LuxuryFashion Brands

Background - The concept of luxury has undergone significant transformation over time, withMillennials redefining what constitutes luxury in contemporary society. This study explores thephenomenon of brand hate among Millennials towards luxury fashion brands, examining theunderlying causes and implications for the industry. Purpose - This study aims to examine the literature on negative brand relationships, focusingspecifically on the key factors contributing to brand hate. It centers on two primary aspects: the causes that lead to brand hate and the resulting outcomes of these negative sentiments. Design, methodology, approach - The data collection was conducted via a web-based survey,gathering responses from diverse social media platforms and relevant forums. Structuralequation modeling and multigroup analysis was employed for the data analysis. Findings - This study proposes brand hate as a central concept, identifying four key factors thatcontribute to its development: symbolic incongruity, ideological incompatibility, negative pastexperiences, and brand inauthenticity. Additionally, it highlights the outcomes of brand hate,which include negative word of mouth, brand aversion, brand switching, and brand retaliation. Originality - This study contributes to the understanding of negative consumer-brandrelationships by focusing on the key factors that drive feelings of hatred.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130129
Date January 2024
CreatorsMuradyan, Lusine
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0021 seconds