19 آذر 1401
سيد مهدي ميرمهدي

سید مهدی میرمهدی

مرتبه علمی: استادیار
نشانی:
تحصیلات: دکترای تخصصی / مدیریت بازرگانی-مدیریت بازاریابی
تلفن:
دانشکده: دانشکده ادبیات و علوم انسانی

مشخصات پژوهش

عنوان
Evaluating the effects of corporate social irresponsibility on brand hate and its behavioural outcomes
نوع پژوهش مقاله چاپ شده
کلیدواژه‌ها
corporate social responsibility; CSR; business ethics; brand; brand hate; consumer behaviour; behavioural outcomes
سال
2022
مجله International Journal Of Business Governance And Ethics
پژوهشگران سید مهدی میرمهدی

چکیده

So far, many researches has been undertaken in the field of positive emotions toward brands. Recently, researchers have focused on brand love, which is the most intense positive emotion consumers feel toward brands. By contrast, the research on negative emotions toward brands is scarce and the concept of brand hate has largely been neglected as an object of research. The purpose of this study is to evaluate the impact of corporate social irresponsibility on brand hate and its behavioural outcomes. According to research findings, corporate social responsibility has a significant direct effect on brand hate and consumers’ behavioural outcomes. Also, brand hate has a significant direct effect on consumers’ behavioural outcomes. Eventually, corporate social responsibility has a significant effect on consumers’ behavioural outcomes through brand hate.