A3 Book section, Chapters in research books
Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation (2023)

Tornberg, J., Karjaluoto, H., & Niininen, O. (2023). Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 37-54). Routledge. https://doi.org/10.4324/9781003177791-5

JYU authors or editors

Publication details

All authors or editors: Tornberg, Jussi; Karjaluoto, Heikki; Niininen, Outi

Parent publication: Social Media for Progressive Public Relations

Parent publication editors: Niininen, Outi

ISBN: 978-1-032-01233-9

eISBN: 978-1-003-17779-1

Publication year: 2023

Publication date: 23/09/2022

Pages range: 37-54

Number of pages in the book: 270

Publisher: Routledge

Place of Publication: London

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-5

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/86009

Abstract

This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This study addresses the focal phenomenon by examining consumers and the role of social media within the research context. The key theoretical concepts introduced in this chapter include brand polarisation, brand attitude, brand relationships, brand love, brand hate, brand experience and social media brand communities. Using ten in-depth, semi-structured interviews, 36 loved and/or hated brands were discussed by the study participants. The findings demonstrate how polarised consumer opinions towards brands are shaped and how social media affect this matter. Finally, this chapter combines the theoretical and empirical findings into a conceptual model to illustrate the development of brand polarisation through its distinct drivers.

Keywords: brands; enterprises; communication; marketing communication; social media; customers; consumers; advertising; committing oneself; polarisation (social sciences)

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2023

JUFO rating: 3