Negative online brand engagement: Conceptualisation, scale development and validation

Dong, X., Veloutsou, C. and Morgan-Thomas, A. (2024) Negative online brand engagement: Conceptualisation, scale development and validation. Journal of Research in Interactive Marketing, (doi: 10.1108/JRIM-09-2023-0303) (Early Online Publication)

Abstract

Purpose Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement. Design/methodology/approach This paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9. Findings The results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items. Originality/value Progress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.

• Item Type: Articles
• Keywords: Negative brand engagement, online context, conceptualisation, scale development, scale validation.
• Status: Early Online Publication
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Morgan-Thomas, Professor Anna and Veloutsou, Professor Cleopatra
• Authors: Dong, X., Veloutsou, C., and Morgan-Thomas, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Research in Interactive Marketing
• Publisher: Emerald
• ISSN: 2040-7122
• Copyright Holders: Copyright: © Emerald Publishing Limited 2024
• First Published: First published in Journal of Research in Interactive Marketing 2024
• Publisher Policy: Reproduced in accordance with the publisher copyright policy