I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management

Osuna Ramírez, S. A., Veloutsou, C. and Morgan-Thomas, A. (2019) I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product and Brand Management, 28(5), pp. 614-632. (doi: 10.1108/JPBM-03-2018-1811)

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.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Morgan-Thomas, Professor Anna and Osuna Ramirez, Mr Sergio Andres and Veloutsou, Professor Cleopatra
• Authors: Osuna Ramírez, S. A., Veloutsou, C., and Morgan-Thomas, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Product and Brand Management
• Publisher: Emerald Group Publishing Limited
• ISSN: 1061-0421
• ISSN (Online): 2054-1643
• Published Online: 07 March 2019
• Copyright Holders: Copyright © 2019 Emerald Publishing Limited
• First Published: First published in Journal of Product and Brand Management 28(5): 614-632
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher