I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Issue 5 (19th August 2019)

• Record Type: Journal Article
• Authors: Osuna Ramírez, Sergio Andrés; Veloutsou, Cleopatra; Morgan-Thomas, Anna
• Is Part Of: Journal of product & brand management. Volume 28:Issue 5(2019)
• Page Start: 614
• Page End: 632
• Publication Date: 2019-08-19
• Subjects: Polarization -- Brand love -- Brand hate -- Brand polarization -- Brand rivalry -- Polarizing brands; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-03-2018-1811
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand polarization phenomenon and reports exploratory findings on the benefits of consumers' negativity towards brands in the context of brand polarization. Design/methodology/approach: To develop a conception of brand polarization, the paper builds on research on polarizing brands and extends it by integrating insights from systematic literature reviews in three bodies of literature: scholarship on brand rivalry and, separately, polarization in political science and social psychology. Using qualitative data from 22 semi-structured interviews, the paper explores possible advantages of brand polarization. Findings: This paper defines the brand polarization phenomenon and identifies multiple perspectives on brand polarization. Specifically, the findings highlight three distinct parties that can benefit from brand polarization: the polarizing brand as an independent entity; the brand team behind the polarizing brand; and the passionate consumers involved with the polarizing brand. The data reveal specific advantages of brand polarization associated with the three parties involved. Practical implications: Managers of brands with a polarizing nature could benefit from having identified a group of lovers and a group of haters, as this could allow them to improve their focus when developing and implementing the brands' strategies. Originality/value: This exploratory study is the first explicitly focusing on the brand polarization phenomenon and approaches negativity towards brands as a potential opportunity.