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<p>Some consumers continue to purchase brands despite negative emotions towards them, whereas others disengage and actively avoid them. This divergence highlights brand popularity as a socially salient characteristic in the context of negatively evaluated brands. Building on the Social Identity Threat Theory, this study examines the dual-processing nature and the competing effects of brand popularity on purchase intent in the context of brands that elicit negative emotions. The study was conducted across two culturally and economically distinct European countries, using multigroup structural equation modelling to enhance model stability.&#xa0;Our findings demonstrate that brand popularity can trigger a cascade of negative responses by intensifying identity threat and facilitating focused, intense brand hate, ultimately decreasing purchase intent. Importantly, when identity threat and brand hate are absent, the relationship between brand popularity and purchase intent is positive in a developed country context. The findings contribute to theory by refining the applicability of Social Identity Threat Theory in consumer contexts, and further enhance brand management literature by demonstrating <i>when</i> and <i>why</i> an intuitively positive market-related cue (brand popularity) amplifies brand hate and triggers behavioural avoidance. Our findings also provide actionable insights for managers by highlighting risks of brand popularity and uniform consumer approaches.</p>

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When and why does brand popularity lose the battle? The role of identity threat and brand hate in a cross-country setting

  • 期刊论文

  • 发表日期：

    2026年6月26日

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  • Alisa Mujkić,
  • Esmeralda Marić,
  • Marián Čvirik

摘要

Some consumers continue to purchase brands despite negative emotions towards them, whereas others disengage and actively avoid them. This divergence highlights brand popularity as a socially salient characteristic in the context of negatively evaluated brands. Building on the Social Identity Threat Theory, this study examines the dual-processing nature and the competing effects of brand popularity on purchase intent in the context of brands that elicit negative emotions. The study was conducted across two culturally and economically distinct European countries, using multigroup structural equation modelling to enhance model stability. Our findings demonstrate that brand popularity can trigger a cascade of negative responses by intensifying identity threat and facilitating focused, intense brand hate, ultimately decreasing purchase intent. Importantly, when identity threat and brand hate are absent, the relationship between brand popularity and purchase intent is positive in a developed country context. The findings contribute to theory by refining the applicability of Social Identity Threat Theory in consumer contexts, and further enhance brand management literature by demonstrating when and why an intuitively positive market-related cue (brand popularity) amplifies brand hate and triggers behavioural avoidance. Our findings also provide actionable insights for managers by highlighting risks of brand popularity and uniform consumer approaches.