The influence of symbolic incongruity and religious animosity on negative e-word of mouth with brand hate as a mediating variable on starbucks brand

Pro-Israel and LGBTQIA2+ Issues

Authors

  • Daffa Asri Ariqoh Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Nur Afifah Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Erna Listiana Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Barkah Barkah Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak
  • Ana Fitriana Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak

DOI:

https://doi.org/10.53088/jmdb.v4i3.1326

Keywords:

Symbolic incongruity, Religious animosity, Brand hate, Negative e-word of mouth

Abstract

This study examines the factors influencing symbolic incongruity and religious animosity towards negative e-word of mouth through brand hate towards the Starbucks Brand. The research conducted is a causal associative study using a purposive sampling technique. Data were collected through questionnaires from 219 respondents who knew Starbucks in Indonesia. Structural Equation Modeling (SEM) was used to identify the relationship between symbolic incongruity and religious animosity that can affect negative e-word of mouth towards the Starbucks Brand mediated by brand hate. The results of the study indicate that in the five hypothesis tests that have been carried out, it can be said that all relationships between variables, namely symbolic incongruity and religious animosity, have a significant effect and also have a positive effect on negative e-word of mouth with brand hate as a mediating variable. This research can contribute to the role of consumers as parties who make changes because it remembers the importance of understanding consumer perceptions and attitudes, which can influence market dynamics and encourage sustainable economic growth so that a company can manage its strategy well.

References

Abbasi, A. Z., Fayyaz, M. S., Ting, D. H., Munir, M., Bashir, S., & Zhang, C. (2023). The moderating role of complaint handling on brand hate in the cancel culture. Asia-Pacific Journal of Business Administration, 15(1), 46–71. https://doi.org/10.1108/APJBA-06-2021-0246

Aji, H. M. (2017). Examining the moderating role of high-versus-low scepticism toward Halal labels: findings from Indonesia. International Journal of Islamic Marketing and Branding, 2(4), 278. https://doi.org/10.1504/ijimb.2017.10010054

Barkah, & Nabila, M. E. (2021). Pengaruh E-Service Quality, E-Trust, dan E-WOM Terhadap E-Satisfaction Pengguna Aplikasi Shopee di Kota Pontianak. Proceeding Seminar Bisnis Seri V, 269–277. https://doi.org/https://pascasarjanafe.untan.ac.id/prosiding-seminar-nasional-bisnis-seri-ke-5/

Bryson, D., Atwal, G., Hultén, P., & Heine, K. (2021). Antecedents of Luxury Brand Hate : A Quantitative Study To cite this version : HAL Id : hal-03188197 Running Title : Luxury Brand Hate. https://doi.org/https://doi.org/10.1002/jsc.2387

Chiosa, A. R., & Anastasiei, B. (2017). Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers’ Reactions on Facebook. Review of Economic and Business Studies, 10(2), 157–173. https://doi.org/10.1515/rebs-2017-0059

Demiray, M., & Burnaz, S. (2019). Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers. Journal of Business Research, 96(November 2018), 115–124. https://doi.org/10.1016/j.jbusres.2018.11.016

dos Santos, P. M., Bairrada, C. M., & de Matos Coelho, A. F. (2023). How Harmful Brand Hate Can Be: The Moderating Role of Neuroticism and Extraversion. Scientific Annals of Economics and Business, 70(4), 603–628. https://doi.org/10.47743/saeb-2023-0040

Durbin, D.-A. (2023). Starbucks, Workers United union sue each other in standoff over pro-Palestinian social media post. AP News. https://doi.org/https://apnews.com/article/starbucks-workers-united-union-lawsuit-israel-palestinian-f212a994fef67f122854a4df7e5d13f5

Faza, F. T., Timur, Y. P., Mutmainah, L., & Rusgianto, S. (2022). You’ve Over the Line! Muslim Consumers are Resistant to Opposite Brand Values. Shirkah: Journal of Economics and Business, 7(3), 219–238. https://doi.org/10.22515/shirkah.v7i3.529

Ghifaari, S. M., & Haryanto, B. (2022). Examining The Phenomenon Of Brand Hate Towards Traditional Foods in Indonesia Among Young Generation. 5(4), 169–186. https://doi.org/http://dx.doi.org/10.37500/IJESSR.2022.5413

Gusnadi, F., Efendi, M., & Apriyana, N. (2024). Analisis_Brand_Hate_Terhadap_Brand_Avoidance_Pada_. Jurnal Cahaya Mandalika, 5(1), 265–277.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2024). Partial least squares structural equation modeling. In Women Entrepreneurs. https://doi.org/10.1201/9781032725581-7

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An Introduction to Structural Equation Modeling. https://doi.org/10.1007/978-3-030-80519-7_1

Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast food industry. Spanish Journal of Marketing - ESIC, 23(2), 227–248. https://doi.org/10.1108/SJME-10-2018-0047

Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26(1), 13–25. https://doi.org/10.1108/JPBM-01-2016-1070

Hidayat. (2024). Pengaruh Brand Anthropomorphism Terhadap Brand Love dan Brand Hate dan Dampaknya Pada Customer Attitude. 1192, 304–317. https://doi.org/http://jurnal.kolibi.org/index.php/neraca

Hong, C., & Li, C. (2021). Will Consumers Silence Themselves When Brands Speak up about Sociopolitical Issues? Applying the Spiral of Silence Theory to Consumer Boycott and Buycott Behaviors. Journal of Nonprofit and Public Sector Marketing, 33(2), 193–211. https://doi.org/10.1080/10495142.2020.1865234

Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-congruity theory. British Food Journal, 121(1), 71–88. https://doi.org/10.1108/BFJ-03-2018-0206

Jain, K., & Sharma, I. (2019). Negative outcomes of positive brand relationships. Journal of Consumer Marketing, 36(7), 986–1002. https://doi.org/10.1108/JCM-07-2018-2764

Juniwati, & Maghribi, R. (2022). the Effect of Halal Awareness and Perceived Quality on the Decision To Purchase Snacks With Brand Image As a Mediation Variable. Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK), 11(1), 116–130.

Kashif, M., Korkmaz Devrani, T., Rehman, A., & Samad, S. (2021). Love is not blind: investigating a love-hate transition among luxury fashion brand consumers. Journal of Fashion Marketing and Management, 25(4), 625–643. https://doi.org/10.1108/JFMM-04-2020-0058

Kesse, A. A., Achinfo-Mensa, K., & Amartey, R. (2021). The Antecedents and Consequences of Brand Hate: AReview of Current Literature (Issue March). https://doi.org/10.1007/978-3-030-81337-6_12

Kucuk, S. U. (2019). Consumer Brand Hate: Steam rolling whatever I see. Psychology and Marketing, 36(5), 431–443. https://doi.org/10.1002/mar.21175

Kulsum, K. U. (2023). Sejarah Konflik Palestina dan Israel. Kompaspedia.

Lee, M. S. W., Motion, J., & Conroy, D. (2009). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169–180. https://doi.org/10.1016/j.jbusres.2008.01.024

Martiyanti, D. (2023). Peran kebencian merek pada komunikasi negatif dari mulut ke mulut pelanggan generasi Y di media sosial. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 1(1), 143–151.

Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. Jurnal Ilmu Ekonomi & Sosial, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848

Peiper, H. (2024). Garis Waktu: Sejarah Starbucks tentang inklusi LGBTQIA2+. Starbucks Stories & News.

Pinto, O., & Brandão, A. (2021). Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry. European Journal of Management and Business Economics, 30(1), 18–35. https://doi.org/10.1108/EJMBE-04-2020-0084

Priambada, Y. B. (2024). Jalan Panjang Menyingkap Kejahatan Genosida Israel terhadap Palestina. Kompas.Id.

Rahi, S., Ishtiaq, M., Ali, H. F., & Ghani, M. A. (2021). What leads to brand hate? Antecedants and outcomes of brand hate. International Scientific Conference on Economic and Social Development, 68, 31–41. https://doi.org/https://www.esd-conference.com/

Rahimah, A., Dang, H. P., Nguyen, T. T., Cheng, J. M. S., & Kusumawati, A. (2023). The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms. Journal of Product and Brand Management, 32(4), 618–631. https://doi.org/10.1108/JPBM-12-2021-3778

Revell, E. (2023). Starbucks Sues Union Amid Backlash to Union’s Pro-Palestine Tweet. FOXBusiness.

Rodrigues, C., Brandão, A., & Rodrigues, P. (2021). I can’t stop hating you: an anti-brand-community perspective on apple brand hate. Journal of Product and Brand Management, 30(8), 1115–1133. https://doi.org/10.1108/JPBM-10-2019-2621

Roswinanto, W., & Suwanda, S. N. (2021). Religious boycott in Indonesia: investigation of antecedents and the effect of religiosity dimensions. Journal of Islamic Marketing, 14(1), 174–195. https://doi.org/10.1108/JIMA-08-2020-0246

Salma, S. Y., & Aji, H. M. (2023). What drives Muslims to boycott French brands? The moderating role of brand judgement and counterargument. Journal of Islamic Marketing, 14(5), 1346–1368. https://doi.org/10.1108/JIMA-04-2021-0128

Sameeni, M. S., Qadeer, F., Ahmad, W., & Filieri, R. (2024). An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter? Journal of Business Research, 173(April). https://doi.org/10.1016/j.jbusres.2023.114469

Sari, D. K., Mizerski, D., & Liu, F. (2017). Boycotting foreign products: a study of Indonesian Muslim consumers. Journal of Islamic Marketing, 8(1), 16–34. https://doi.org/10.1108/JIMA-12-2014-0078

Sharma, I., Jain, K., & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM. Journal of Asia Business Studies, 16(4), 652–675. https://doi.org/10.1108/JABS-10-2020-0423

Song, E. (2020). South korean consumers’ attitudes toward small business owners participating in the 2019 anti-japan boycott. Social Sciences, 9(5). https://doi.org/10.3390/SOCSCI9050074

Thaler, S. (2023). Starbucks loses $12B market cap amid sales concerns, boycotts over Israel. New York Post.

Walter, C. E., Vale, V. T., Au-Yong-Oliveira, M., Veloso, C. M., & Sousa, B. B. (2023). “The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda. Administrative Sciences, 13(11). https://doi.org/10.3390/admsci13110234

Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct. Journal of Product and Brand Management, 30(3), 392–414. https://doi.org/10.1108/JPBM-11-2018-2103

Zia, A. (2024). 36 Countries Where Gay Marriage Is Legal. Yahoo Finance.

Downloads

Published

2024-12-21

How to Cite

Ariqoh, D. A., Afifah, N., Erna Listiana, Barkah, B., & Fitriana, A. (2024). The influence of symbolic incongruity and religious animosity on negative e-word of mouth with brand hate as a mediating variable on starbucks brand: Pro-Israel and LGBTQIA2+ Issues. Journal of Management and Digital Business, 4(3), 615–630. https://doi.org/10.53088/jmdb.v4i3.1326

Issue

Vol. 4 No. 3 (2024): Journal of Management and Digital Business

Section

Articles

License

Copyright (c) 2024 Daffa Asri Ariqoh, Nur Afifah, Erna Listiana, Barkah Barkah, Ana Fitriana

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)

Indonesian Journal of Economics Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.