This paper aims to understand the conditions that foster brand polarisation, the reactions of consumers and the similarities and differences between the negative and positive poles.
An exploratory study was conducted using the interpretative phenomenological analysis, interviewing 26 consumers globally who love or hate five polarised brands (Apple, Coca-Cola, McDonald’s, Nestlé and Starbucks).
Four consumer emotional states regarding polarised brands were identified, as a combination of love and hate: brand salvation, brand damnation, brand ambiguity and brand agnosticism.
Brand polarisation triggers a lightning rod effect, drawing consumers to the negative and positive poles. Polarised brands elicit strong responses from consumers, who consider them as either iconic (loved) or anti-iconic (hated). The underlying consumer motivations are grounded in the theory of basic individual values and the expectations conveyed by the brand promise.
