Brand Phobia: Measurement, Antecedents, Consequences, and Moderators

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