Antecedentes e Consequências do Brand Hate: Uma revisão da literatura

Rémi Silva, Suzanne Amaro

Resumo


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.


Palavras-chave


Brand Hate; Comportamento do Consumidor; Emoções Negativas; Reconciliação; WOM Negativo

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Referências


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DOI: https://doi.org/10.51359/2526-7884.2021.249617

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