Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation
Tornberg, J., Karjaluoto, H., & Niininen, O. (2023). Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 37-54). Routledge. https://doi.org/10.4324/9781003177791-5
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2023Access restrictions
Embargoed until: 2024-05-10Request copy from author
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© 2023 selection and editorial matter, Outi Niininen; individual chapters, the contributors
This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This study addresses the focal phenomenon by examining consumers and the role of social media within the research context. The key theoretical concepts introduced in this chapter include brand polarisation, brand attitude, brand relationships, brand love, brand hate, brand experience and social media brand communities. Using ten in-depth, semi-structured interviews, 36 loved and/or hated brands were discussed by the study participants. The findings demonstrate how polarised consumer opinions towards brands are shaped and how social media affect this matter. Finally, this chapter combines the theoretical and empirical findings into a conceptual model to illustrate the development of brand polarisation through its distinct drivers.
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978-1-032-01233-9Is part of publication
Social Media for Progressive Public RelationsKeywords
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https://converis.jyu.fi/converis/portal/detail/Publication/150952507
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