Abstract
The purpose of the current study is to investigate the impact of antecedents of brand hate
with the mediating effect of customer dissatisfaction and moderating effect of narcissism
in the cellular industry. This study utilizes appraisal theory of emotions to examine the
phenomena of brand hate. A survey questionnaire is administrated to collect the data
from cellular subscribers in Pakistan. Data analysis is conducted using partial least squire
structural equation modelling PLS SEM with Smart PLS software. The results confirm
that perceived price unfairness, poor call quality, procedural inconvenience and poor
customer services were significant predictors of dissatisfaction which further leads to
brand hate. The results also demonstrate that narcissism strengthens the relationship
between customer dissatisfaction and brand hate. The findings of the study offer practical
implications for industry stakeholders to understand that adverse service experience
resulting in consumer brand hate and development of marketing strategies according to
custmoer orientation and type of personality.
Shoukat Ali , Saman Attiq, Nadeem Talib. (2020) Antecedents of Brand Hate: Mediating Role of Customer Dissatisfaction and Moderating Role of Narcissism, Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 3.
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