INVESTIGATION OF CONSUMERS’ BRND

EMBARRASSMENT AND BRAND HATE 2021

``
 Title

Investigating consumers’ brand embarrassment and brand hate

Group Members

Monis Ahmad 70075445

Shahroz liaqat 70082411
Hamza: Muaz abdul khaliq 70074067
Muhammad huzaifa Malik 70082974
 [
Abstract

Brand hate is an emerging concept representing the dark side of the consumer–brand
relationship. This research investigates whether negative brand social self-expressiveness can
significantly predict brand hate via creating perceived brand embar- rassment in a social
context, and also the moderating roles played by consumer’s susceptibility to social influence
and brand inner self-expressiveness. Data were collected from Suzuki Mehran car users in
Pakistan and analysed using structural equation modelling (SEM) and conditional process
analysis (Hayes in the process macro for SPSS and SAS, 2018). The study results support
that negative brand social self-expressiveness creates brand hate, and this relationship is
mediated by brand embarrassment. Con- sumer’s susceptibility to interpersonal influence
positively moderates the effect of negative brand social self-expressiveness on brand
embarrassment. On the other hand, the effect of brand embarrassment on brand hate is
negatively moderated by brand inner self-expressiveness. Thus, the model shows a moderated
mediation. The contribution of this research lies in empirically identifying the relationship
between brand embarrassment and brand hate, and the distinctive roles played by brand social
and inner self-expressiveness in shaping this relationship.

Keywords Negative brand social self-expressiveness · Brand embarrassment · Brand hate ·

Susceptibility to interpersonal influence · Brand inner self-expressiveness
Table of Contents

1-RESEARCH PROBLEM.............................................................................................................8

2-RESEARCH QUESTIONS..........................................................................................................8

3-RESEARCH OBJECTIVE..........................................................................................................9

3.1-RELIABILITY OF QUESTIONNAIRE................................................................................10

5-SIGNIFICANT OF THE STUDY..............................................................................................10

6-DEFINITIONS OF THE CONSTRUCTS/VARIABLES..........................................................10

7-LITERATURE REVIEW..........................................................................................................10

8-UNDERPINNING THEORY.....................................................................................................10

9-RESEARCH METHODOLOGY...............................................................................................11

10-FUTURE RESEARCH AND IMPLICATIONS......................................................................11

11-CONCLUSION........................................................................................................................11

12-REFERENCES.........................................................................................................................11
1-Research Problem
 Status conscious social class which is a dire need to be changed

2-Research Questions

2.1 Gender:
1. Male
2. Female

2.2 Age:
1. Below 30
2. 31 – 40
3. 41 – 50
4. Above 50

2.3 Education:
1. HO
2. PG
3. MO
4. Registrar
5. Professor

2.4 Working Sector:

1. Govt. Sector
2. Private Sector

2.5 Working Territory:

1. Islamabad/Rawalpindi
2. Lahore
3. Multan

2.6 Model:
Using the scale given below, rate your experience with the brand you hate:
1 (Strong Disagree) 2 (Disagree) 3 (Neutral) 4 (Agree) 5 (Strongly Agree)

Negative brand social self-expressiveness SD D N A SA

1 My Mehran negatively contributes to my image 1 2 3 4 5
2 My Mehran negatively portrays the social role I play 1 2 3 4 5
My Mehran has a negative impact on what others
3 1 2 3 4 5
think of me
4 My Mehran degrades the way society views me 1 2 3 4 5
I do not want my friends and acquaintances to see
5 1 2 3 4 5
that I am driving my Mehran
Brand embarrassment SD D N A SA
I generally avoid driving my Mehran in the presence
6 1 2 3 4 5
of friends and acquaintances
7 I find driving Mehran embarrassing 1 2 3 4 5
I feel embarrassed when I believe that others think
8 1 2 3 4 5
the worse of me because I own and use Mehran
Driving Mehran in the presence of friends and
9 1 2 3 4 5
acquaintances is embarrassing to me
I try to avoid driving Mehran as my friends don’t
10 1 2 3 4 5
approve of it
Brand Hate SD D N A SA
11 I get disgusted about my Mehran 1 2 3 4 5
I experience a feeling of revulsion towards my
12 1 2 3 4 5
Mehran
I experience a feeling of contempt towards my
13 1 2 3 4 5
Mehran
14 I experience a feeling of loathing towards Mehran 1 2 3 4 5
My Mehran symbolizes the kind of person I really
15 1 2 3 4 5
am inside
16 My Mehran reflects my personality 1 2 3 4 5
17 My Mehran is an extension of my inner self 1 2 3 4 5
18 My Mehran mirrors the real me 1 2 3 4 5
It is important that others like the products and
19 1 2 3 4 5
brands I buy

3-Research Objective
 The consumer behavior regarding Suzuki Mehran.

3.1-Reliability of Questionnaire
 Since, the‘Alpha’value was 0.365 so the questionnaire was found not to be reliable to
be used for the study.
  Reliability measurement scale is between 0.6-0.9

4-Hypothesis of The Study ?

H1: There is a significant difference in preference of customers towards colour for both auto
companies i.e.
Maruti and Hyundai.
H2:There is a significant difference in preference of customers towards
interior/design/feature for both auto
companies i.e. Maruti and Hyundai.
H3:There is a significant difference in preference of customers towards price for both
auto companies i.e.
Maruti and Hyundai.
H4:There is a significant difference in preference of customers towards after sales
servicefor both auto
companies i.e. Maruti and Hyundai.

5-Significant of The Study

 Investigating consumers’ brand embarrassment and brand hate

6-Definitions of the constructs/variables

 Dependent variable

7-Literature Review
The automobile industry has been a topic of interest amongst researchers across the globe,
especially in the recent past. This is because of the unprecedented increase in the demand of
automobiles because of a dramatic shift in the demographic profile of the population of the
world in general. It has put purchasing of cars as the top most priority for all income groups.It
has surely become a highly competitive market.The results of factor analysis reveal five
factors named as: product strategies, technology know-how, and level of satisfaction,
workshop features and lastly service orientation. Factor analysis discloses that
consumers were more influenced by product strategies, technology know-how and level of
satisfaction. Hence consumers need USP of a commodity that makes a difference. Further
results of discriminant analysis reveals that consumers were more influenced by product
strategies, followed by technology know how and up to some extent level of satisfaction and
service orientation.

8-Underpinning Theory
 Negative brand social self-expressiveness
 The consumers’ behavior regarding Suzuki Mehran
 Status Consciousness
 Either reflects personality or not
9-Research Methodology

 Research Method:
The qualitative study shows that the Suzuki car an embarrassing brand by many
consumers in Pakistan. However, very soon Suzuki earned an image of poor man’s car
(The Times of Pakistan 2012), and this brand image made a socially embarrassing car
in the eyes of many who started perceiving that it would negatively impact their social
status. For this very reason, “Suzuki users” in were considered as the ideal population
for our study. We collected the basic information of who were getting their Suzuki
cars serviced. We then prepared an online survey. Out of that, we received 200 duly
filled questionnaires.

 Further:
1. Research Approach- Questionnaire data analysis by random sampling
2. Unit of Analysis- Consumer behavior
3. Time Horizon- Cross sectional study
4. Population- 200
5. Sampling Technique- Random Sampling
6. Sample size- 10%
7. Data Collection Method- Questionnaire
8. Operational Definition and Measures
9. Data analysis- (Reliability and correlation with interpretation)

10- Correlations

Correlations

SSD BE BH

Pearson Correlation 1 .286 -.170

SSD Sig. (2-tailed) .222 .474

N 20 20 20
Pearson Correlation .286 1 .111
BE Sig. (2-tailed) .222 .640
N 20 20 20
Pearson Correlation -.170 .111 1

BH Sig. (2-tailed) .474 .640

N 20 20 20
11- Reliability

Reliability Statistics

Cronbach's Cronbach's N of
Alpha Alpha Based Items
on
Standardized
Items

.365 .345 5

Item Statistics

Mean Std. N
Deviation

SSD 3.0200 .62543 20

BE 2.7500 .45364 20
BH 3.4444 .44004 20

Inter-Item Correlation Matrix

SSD BE BH

SSD 1.000 .286 -.170

BE .286 1.000 .111
BH -.170 .111 1.000