Oula Bayarassou

Composition of the Jury

Abstract

This research focuses on the concept of brand hatred, specifically its multidimensional structure, its nature (a mixture of negative emotions), and its causes and consequences. Building on previous research on brand hatred, this work investigates the effect of the interaction between brand personality and consumer personality on the formation of brand hatred and its consequences. More precisely, this thesis examines the links between brand deception, feelings of betrayal, and brand hatred, and identifies two coping strategies leading to consumer avoidance and revenge. Furthermore, this work explores the moderating effects of consumer narcissism on the relationship between brand hatred and its consequences. A preliminary mixed-methods (MIEL) study established a typology of hateful consumers based on brand-induced stress, the type of hatred (active or passive), and the coping strategies adopted. Three groups of hateful consumers are identified: "threatened hatefuls," "hostile hatefuls," and "rational hatefuls." A second study tests the structural model of this research, describing the links between brand deception, feelings of betrayal (mediating role), types of hate (active or passive), and desires for avoidance and revenge. A multi-group analysis determines generational differences and similarities in the process of activating and regulating hate toward the brand.