The Brand Dislike Construct: Scale Development and Application to Actual Brands

The paper aims to describe the concept of brand dislike and presents the results of implementing a brand dislike scale. First of all we analyzed brand dislike on a hypothetical brand and then we applied the measurement scale to actual brands. Data were collected in 2005 in Italy, and the sample was formed from ordinary consumers. From a theoretical/methodological point of view, this research fills a gap in brand attitude research literature: provided that negative attitudes can-not be reduced to the opposite of positive attitudes, they have to be measured with specific tools. At the operational level, this research shows interesting opportunities in terms of brand analysis and management.