Antecedentes e Consequências do Brand Hate: Uma revisão da literatura

CBR - Consumer Behavior Review

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Field Value
 
Title Antecedentes e Consequências do Brand Hate: Uma revisão da literatura
 
Creator Silva, Rémi
Amaro, Suzanne
 
Subject Marketing; Comportamento do Consumidor; Marcas
Brand Hate; Comportamento do Consumidor; Emoções Negativas; Reconciliação; WOM Negativo
 
Description No Marketing, as emoções sentidas por uma pessoa em relação a uma marca são um aspeto de extrema importância, uma vez que afetam a forma como os consumidores se comportam em relação a uma marca. Em particular, as emoções e experiências negativas tendem a ser mais marcantes e são mais suscetíveis a serem divulgadas aos outros. Desta forma, é pertinente para as marcas estudarem o Brand Hate, ou seja, o ódio à marca.  Este estudo teve como objetivo fazer uma revisão de literatura sobre os antecedentes e as consequências do Brand Hate. Apresenta, ainda, algumas indicações apontadas por autores para as marcas se reconciliarem com os consumidores e prevenirem o Brand Hate. Este estudo é, assim, de grande importância para as marcas atentarem da importância do Brand Hate, nomeadamente das consequências altamente nefastas e como é que ela poderá surgir.
 
Publisher Universidade Federal de Pernambuco
 
Contributor
 
Date 2021-05-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo Avaliado pelos Pares
Conceptual
 
Format application/pdf
 
Identifier https://periodicos.ufpe.br/revistas/cbr/article/view/249617
10.51359/2526-7884.2021.249617
 
Source CBR - Consumer Behavior Review; v. 5, n. 2 (2021): maio-agosto; 278-287
2526-7884
 
Language por
 
Relation https://periodicos.ufpe.br/revistas/cbr/article/view/249617/38204
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Rights Direitos autorais 2021 CBR - Consumer Behavior Review
http://creativecommons.org/licenses/by/4.0
 

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