Please use this identifier to cite or link to this item:
https://digital.lib.ueh.edu.vn/handle/UEH/75486
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Lã Anh Đức | en_US |
dc.contributor.author | Hồ Tấn Pháp | en_US |
dc.contributor.other | Nguyễn Thị Minh Hằng | en_US |
dc.contributor.other | Lê Nguyễn Yến Nhi | en_US |
dc.contributor.other | Hoàng Gia Phúc | en_US |
dc.date.accessioned | 2025-07-10T08:37:47Z | - |
dc.date.available | 2025-07-10T08:37:47Z | - |
dc.date.issued | 2025 | - |
dc.identifier.uri | https://digital.lib.ueh.edu.vn/handle/UEH/75486 | - |
dc.description.abstract | Recently, 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 hate | en_US |
dc.format.medium | 67 p. | en_US |
dc.language.iso | en | en_US |
dc.publisher | University of Economics Ho Chi Minh City | en_US |
dc.relation.ispartofseries | Giải thưởng Nhà nghiên cứu trẻ UEH 2025 | en_US |
dc.subject | Negative brand experience | en_US |
dc.subject | Brand hate | en_US |
dc.subject | NeWOM intensity | en_US |
dc.subject | Consumer boycott | en_US |
dc.subject | Consumer-brand sabotage | en_US |
dc.title | Impact of negative experiences on negative consumer behavior toward brands: The mediating role of newom | en_US |
dc.type | Research Paper | en_US |
ueh.speciality | Kinh tế - Thương mại – Quản trị kinh doanh và Du lịch – Marketing | en_US |
ueh.award | Giải C | en_US |
item.openairetype | Research Paper | - |
item.fulltext | Full texts | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.cerifentitytype | Publications | - |
item.languageiso639-1 | en | - |
item.grantfulltext | reserved | - |
Appears in Collections: | Nhà nghiên cứu trẻ UEH |
Files in This Item:
File
Description
Size
Format
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.