Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls
This study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework. A mall intercept survey was used to collect responses from Pakistan shoppers. Based on 461 valid responses, the pro...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2467846 |
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| author | Ahmad S. Ajina Saqib Ali Hafiz Muhammad Usama Javed Nadeem Khalid Ahmad M. A. Zamil Kaleemullah Khan |
| author_facet | Ahmad S. Ajina Saqib Ali Hafiz Muhammad Usama Javed Nadeem Khalid Ahmad M. A. Zamil Kaleemullah Khan |
| author_sort | Ahmad S. Ajina |
| collection | DOAJ |
| description | This study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework. A mall intercept survey was used to collect responses from Pakistan shoppers. Based on 461 valid responses, the proposed relationship between antecedents and outcomes of brand hate for shopping malls was assessed using PLS-SEM. The findings of this study indicate that four key antecedents- ideological incompatibility, symbolic incongruity, negative past experiences, and advertising incompatibility - significantly influence the tripartite model of brand hate (anger, fear, sadness) among shoppers in the context of malls. Moreover, this mall hate significantly impacts a range of six consequents, including mall avoidance, patronage reduction, negative word-of-mouth, third-party complaining, brand retaliation, and brand revenge. This study provides new insights into how mall managers can mitigate the effects of brand hate and improve the overall shopping experience. |
| format | Article |
| id | doaj-art-8839bb671228456e9b160f42ca3f31f7 |
| institution | OA Journals |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-8839bb671228456e9b160f42ca3f31f72025-08-20T02:29:56ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2467846Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping mallsAhmad S. Ajina0Saqib Ali1Hafiz Muhammad Usama Javed2Nadeem Khalid3Ahmad M. A. Zamil4Kaleemullah Khan5Department of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Al-Kharj, Saudi ArabiaDepartment of Management Sciences, COMSATS University Islamabad (Sahiwal Campus), Sahiwal, PakistanDepartment of Business Administration, University of Sahiwal, Sahiwal, PakistanLord Ashcroft International Business School, Anglia Ruskin University, Cambridge, UKDepartment of Marketing, College of Business Administration, Prince Sattam bin Abdulaziz University, Al-Kharj, Saudi ArabiaDepartment of Business Administration, Parwan 2 Square, Kardan University, Kabul, AfghanistanThis study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework. A mall intercept survey was used to collect responses from Pakistan shoppers. Based on 461 valid responses, the proposed relationship between antecedents and outcomes of brand hate for shopping malls was assessed using PLS-SEM. The findings of this study indicate that four key antecedents- ideological incompatibility, symbolic incongruity, negative past experiences, and advertising incompatibility - significantly influence the tripartite model of brand hate (anger, fear, sadness) among shoppers in the context of malls. Moreover, this mall hate significantly impacts a range of six consequents, including mall avoidance, patronage reduction, negative word-of-mouth, third-party complaining, brand retaliation, and brand revenge. This study provides new insights into how mall managers can mitigate the effects of brand hate and improve the overall shopping experience.https://www.tandfonline.com/doi/10.1080/23311975.2025.2467846Anti-brandingshoppers’ emotionsshoppers-mall relationshipmall hateconsumer psychologyConsumer Psychology |
| spellingShingle | Ahmad S. Ajina Saqib Ali Hafiz Muhammad Usama Javed Nadeem Khalid Ahmad M. A. Zamil Kaleemullah Khan Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls Cogent Business & Management Anti-branding shoppers’ emotions shoppers-mall relationship mall hate consumer psychology Consumer Psychology |
| title | Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls |
| title_full | Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls |
| title_fullStr | Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls |
| title_full_unstemmed | Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls |
| title_short | Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls |
| title_sort | exploring the tripartite model of brand hate antecedents and consequences in the context of shopping malls |
| topic | Anti-branding shoppers’ emotions shoppers-mall relationship mall hate consumer psychology Consumer Psychology |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2467846 |
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