Next Article in Journal
Facilitating the Participation of Children with Disabilities in Early Childhood Development Centres in Malawi: Developing a Sustainable Staff Training Programme
Next Article in Special Issue
Alternative Proposals to Measure Consumer Ethnocentric Behavior: A Narrative Literature Review
Previous Article in Journal
How Does the Control of Grain Purchase Price Affect the Sustainability of the National Grain Industry? One Empirical Study from China
Previous Article in Special Issue
Co-Creating Value in Sustainable and Alternative Food Networks: The Case of Community Supported Agriculture in New Zealand
Open AccessArticle

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

Department of Educational Sciences, Section of Psychology, University of Catania, 95124 Catania, Italy
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(5), 2103; https://doi.org/10.3390/su12052103
Received: 23 January 2020 / Revised: 20 February 2020 / Accepted: 5 March 2020 / Published: 9 March 2020
(This article belongs to the Special Issue New Patterns in Consumer Behavior)
Brand hate can be defined as the consumer’s dissatisfaction with the product or service performance. The consumer’s hatred of the brand is related to the desire for revenge and avoidance. This kind of emotion does not remain only a desire; it is often transformed into real actions that lead to consumer behavior. Although the analysis of the literature provides useful insights and interesting suggestions about the phenomenon of brand hate, to date, very few studies and scales that are capable of measuring this phenomenon have been developed, especially in the Italian context. The present work investigated the psychometric properties of an Italian adaptation of the BHSs (N = 422) with the aim of verifying the same factor structure found in the original German version. Results confirmed a one-factor structure (first order, 6 items). Moreover, the scale was found to be invariant across gender. This suggests that companies must first have adequate systems and mechanisms in place to understand the reasons that drive consumers to hate the brand and implement recovery strategies to address this hatred. The achievement of sustainability or failure to do so can add to or detract from a brand’s value in the marketplace. View Full-Text
Keywords: brand hate; negative WOM; avoidance; psychometrics; validation; invariance brand hate; negative WOM; avoidance; psychometrics; validation; invariance
MDPI and ACS Style

Platania, S.; Morando, M.; Santisi, G. Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS). Sustainability 2020, 12, 2103.

Show more citation formats Show less citations formats
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop