Measurement items of the constructs
| Construct | Cronbach’s alpha |
|---|---|
| Negative past experience | 0.83 |
| The performance of products of brand X is poor | |
| The brand products are inconvenient | |
| My hate for this brand is linked to the bad performance of this product | |
| I am dissatisfied by brand X | |
| Symbolic incongruity | 0.85 |
| The products of brand X do not reflect who I am | |
| The products of brand X do not fit my personality | |
| I do not want to be seen with brand X | |
| This brand does not represent what I am | |
| This brand symbolizes the kind of person I would never want to be | |
| Poor relationship quality | 0.81 |
| The brand X does not give me a feeling of confidence | |
| I have the feeling that the brand X is not trustworthy | |
| The brand X has not been courteous and friendly | |
| I do not have a commitment toward the brand X | |
| I certainly do not like the brand X | |
| Ideological incompatibility | 0.91 |
| In my opinion, brand X acts irresponsible | |
| In my opinion, brand X acts unethical | |
| The company violates moral standards | |
| The brand doesn’t match my values and beliefs | |
| Rumor | 0.92 |
| Whenever I hear a rumor about a brand, I tend to: | |
| Pay attention to the rumor | |
| Seek out additional information to confirm or disconfirm the rumor | |
| Boycott the brand involved | |
| Do not repurchase from the brand | |
| Purchase from a competitor | |
| Lose trust in the brand | |
| Spread counter rumors | |
| Wait for a while before repurchasing | |
| Try to hurt the company by repeating the rumor | |
| Try to hurt the company through physical actions (e.g. graffiti) | |
| Encourage people not to purchase from the company | |
| Feel anger, guilt or embarrassment regarding my relationship with the company | |
| Brand hate | 0.82 |
| I am disgusted by brand X | |
| I do not tolerate brand X and its company | |
| The world would be a better place without brand X | |
| I am totally angry about brand X | |
| Brand X is awful | |
| I hate brand X |
| Construct | Cronbach’s alpha |
|---|---|
| 0.83 | |
| The performance of products of brand X is poor | |
| The brand products are inconvenient | |
| My hate for this brand is linked to the bad performance of this product | |
| I am dissatisfied by brand X | |
| 0.85 | |
| The products of brand X do not reflect who I am | |
| The products of brand X do not fit my personality | |
| I do not want to be seen with brand X | |
| This brand does not represent what I am | |
| This brand symbolizes the kind of person I would never want to be | |
| 0.81 | |
| The brand X does not give me a feeling of confidence | |
| I have the feeling that the brand X is not trustworthy | |
| The brand X has not been courteous and friendly | |
| I do not have a commitment toward the brand X | |
| I certainly do not like the brand X | |
| 0.91 | |
| In my opinion, brand X acts irresponsible | |
| In my opinion, brand X acts unethical | |
| The company violates moral standards | |
| The brand doesn’t match my values and beliefs | |
| 0.92 | |
| Whenever I hear a rumor about a brand, I tend to: | |
| Pay attention to the rumor | |
| Seek out additional information to confirm or disconfirm the rumor | |
| Boycott the brand involved | |
| Do not repurchase from the brand | |
| Purchase from a competitor | |
| Lose trust in the brand | |
| Spread counter rumors | |
| Wait for a while before repurchasing | |
| Try to hurt the company by repeating the rumor | |
| Try to hurt the company through physical actions (e.g. graffiti) | |
| Encourage people not to purchase from the company | |
| Feel anger, guilt or embarrassment regarding my relationship with the company | |
| 0.82 | |
| I am disgusted by brand X | |
| I do not tolerate brand X and its company | |
| The world would be a better place without brand X | |
| I am totally angry about brand X | |
| Brand X is awful | |
| I hate brand X |
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