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Please use this identifier to cite or link to this item: https://digital.lib.ueh.edu.vn/handle/UEH/75486
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dc.contributor.advisorLã Anh Đứcen_US
dc.contributor.authorHồ Tấn Phápen_US
dc.contributor.otherNguyễn Thị Minh Hằngen_US
dc.contributor.otherLê Nguyễn Yến Nhien_US
dc.contributor.otherHoàng Gia Phúcen_US
dc.date.accessioned2025-07-10T08:37:47Z-
dc.date.available2025-07-10T08:37:47Z-
dc.date.issued2025-
dc.identifier.urihttps://digital.lib.ueh.edu.vn/handle/UEH/75486-
dc.description.abstractRecently, brands have had to endure intense customer reactions in the form of brand hate. The reason is that brands do not meet customer expectations, leading them to exhibit negative behaviors. Therefore, this study aims to examine the causes and consequences of brand hate in Vietnam. Quantitative data were collected through a survey questionnaire with 296 valid responses. After analysis, the results showed that negative experiences with a brand are an antecedence to brand hate. In particular, we examined four dimensions of negative brand experience, including sensory, affective, behavioral, and intellectual, which have been studied less in previous research. From brand hate, this study examines its impact on the NeWOM intensity, consumer boycott, and consumer-brand sabotage. Notably, the intensity of NeWOM has a mediating role in the relationship between brand hate and two consumer behaviors, namely consumer boycott and consumer-brand sabotage. This research provides useful findings, adding to the literature related to negative consumer-brand relationships. Finally, it has practical significance in supporting managers and practitioners in implementing effective strategies to mitigate negative consumer behavior concerning brand hateen_US
dc.format.medium67 p.en_US
dc.language.isoenen_US
dc.publisherUniversity of Economics Ho Chi Minh Cityen_US
dc.relation.ispartofseriesGiải thưởng Nhà nghiên cứu trẻ UEH 2025en_US
dc.subjectNegative brand experienceen_US
dc.subjectBrand hateen_US
dc.subjectNeWOM intensityen_US
dc.subjectConsumer boycotten_US
dc.subjectConsumer-brand sabotageen_US
dc.titleImpact of negative experiences on negative consumer behavior toward brands: The mediating role of newomen_US
dc.typeResearch Paperen_US
ueh.specialityKinh tế - Thương mại – Quản trị kinh doanh và Du lịch – Marketingen_US
ueh.awardGiải Cen_US
item.openairetypeResearch Paper-
item.fulltextFull texts-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.cerifentitytypePublications-
item.languageiso639-1en-
item.grantfulltextreserved-
Appears in Collections:Nhà nghiên cứu trẻ UEH
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