Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/224953
Authors: 
Ali, Shoukat
Attiq, Saman
Talib, Nadeem
Year of Publication: 
2020
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 14 [Year:] 2020 [Issue:] 3 [Pages:] 603-628
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.
Subjects: 
brand hate
narcissism
procedural inconvenience
cell phone service providers
cellular subscribers
Creative Commons License: 
https://creativecommons.org/licenses/by-nc/4.0/
Document Type: 
Article

Files in This Item:
File
Size
820.98 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.