Brand Phobia: Measurement, Antecedents, Consequences, and Moderators

Posted: 19 Sep 2017 Last revised: 12 Oct 2017

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Date Written: September 16, 2017

Abstract

Purpose – This research aims to conceptualise brand phobia from a consumer marketing context. In doing so, a measurement scale has been developed, and the antecedents, moderators and consequences have been identified.

Design/methodology/approach – Study 1 develops the brand phobia scale by following the guideline suggested by Churchill (1979) and DeVellis (2003). Study 2 provides empirical support to understanding brand phobia by identifying the antecedents and consequences. Study 3 tests the moderating impacts of involvement and brand-self congruence. Finally, the study 4 tests the model across three brands from three different categories (airlines, technology, and food). Structural Equation Modelling (SEM) was used through SPSS AMOS 24.

Findings - The findings support the influence of brand phobia on negative behavioural intentions. It has also been found that consumers’ brand phobia can be reduced and managed in a positive manner. A higher level of brand-self congruence dampens the level of perceived brand phobia and enhances purchase intention.

Implication – Theoretically, this is the very first research to conceptualise brand phobia with empirical supports. This research distinguishes brand phobia from consumer anxiety, brand hate, brand detachment, brand dissatisfaction and brand attitude. Further, the brand phobia scale will be a useful tool for both academics and practitioners.

Keywords: Brand phobia, brand crisis, brand attitude, consumer-brand relationship

JEL Classification: M31

Suggested Citation

Shimul, Anwar Sadat, Brand Phobia: Measurement, Antecedents, Consequences, and Moderators (September 16, 2017). Available at SSRN: https://ssrn.com/abstract=3037984

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

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