Attitude Toward the Brand (Hatred)

What it measures

A six-item scale measuring the intensity of a consumer's hostile disposition toward a brand, ranging from adversarial framing and deliberate opposition to willingness to actively undermine or harm the brand. The scale goes beyond mere disliking to capture the most extreme negative end of the consumer-brand relationship spectrum — a deep, motivated animosity toward the brand as an entity. Items are designed to assess post-exit anti-brand sentiment among consumers who have ceased using a brand.

Representative items

• The brand is my enemy.
• I am a fanatic against this brand.
• Helping this brand fail would be a source of satisfaction for me.

Citation

Johnson, Allison R., Maggie Matear, and Matthew Thomson (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108–125.