Although extant research has examined the generation of NWOM because of consumers’ negative consumption experience, little is known about the role of fans of rival brands in spreading NWOM of a focal brand and how the focal brand can mitigate this rival NWOM transmission.

Based on the support found for the conceptual model, theoretical and managerial implications are discussed.īrands’ negative word of mouth (NWOM) generated by their unsatisfied consumers is increasingly transmitted by fans of competing brands. Higher levels of prototypicality are then shown to lead to lower out-group brand ratings that, in turn, lead to increased negative stereotyping of out-group brand consumers along both dimensions of the SCM (warmth and competence) and to increased NWOM about out-group brands. Using a Macintosh User Group (MUG) as the research context, the results of the study demonstrate that as MUG members more strongly identify with the community they perceive themselves to be more prototypical members.

This research introduces a conceptual model that uses Social Identity Theory and the Stereotype Content Model (SCM) as theoretical frameworks for investigating negative word-of-mouth (NWOM) about out-group brands, negative ratings of out-group brands and negative stereotyping of out-group brand consumers by brand community members. The importance of understanding competitive influences in the marketplace is well understood, but most prior brand community research has focused on the positive ramifications for the focal brand rather than on the negative repercussions for competing brands.

Capitalism ii negative brand loyalty