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Implications of brand communities for rival brands: Negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth

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Abstract

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. 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. 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. 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. Based on the support found for the conceptual model, theoretical and managerial implications are discussed.

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Authors and Affiliations

  1. Steven L. Craig School of Business, Missouri Western State University, 4525 Downs Drive, St Joseph, Missouri, 54507, USA

    Thomas M Hickman & James C Ward

Authors
  1. Thomas M Hickman
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  2. James C Ward
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Correspondence to Thomas M Hickman.

APPENDIX

APPENDIX

Survey instrument

Social Identification Scale (Ellemers et al, 1988) – Seven-point scale: ‘Strongly disagree’ to ‘strongly agree’

  1. 1

    I identify with this group.

  2. 2

    I am glad to belong to this group.

  3. 3

    I feel strong ties to this group.

Prototypicality (Loken and Ward, 1990; Loken and John, 1993) – Seven-point scale: ‘Strongly disagree’ to ‘strongly agree’

  1. 1

    I believe I am very similar as compared to other members of this group.

  2. 2

    I believe I am very typical of other members of this group.

  3. 3

    I believe I am very representative of members of this group.

Stereotype Content Model (Fiske et al, 2002) – Seven-point scale: ‘Not very’ to ‘very’

Competent

  1. 1

    How competent are PC users?

  2. 2

    How confident are PC users?

  3. 3

    How independent are PC users?

Warm

  1. 1

    How warm are PC users?

  2. 2

    How good-natured are PC users?

  3. 3

    How sincere are PC users?

Out-group brand (Brown, 1995) – Seven-point scale: ‘Strongly disagree’ to ‘strongly agree’

  1. 1

    Compared to all companies in the computer industry, I believe PCs are the very best.

  2. 2

    Compared to all companies in the computer industry, I believe PCs are the most reliable.

  3. 3

    Compared to all companies in the computer industry, I believe PCs are the most reputable.

Negative word-of-mouth (Zeithaml et al, 1996) – Seven-point scale: ‘Not very likely’ to ‘very likely’

  1. 1

    How likely are you to say negative things about PCs to people outside of this group?

  2. 2

    How likely are you to recommend avoiding PCs to someone who seeks your advice?

  3. 3

    How likely are you to discourage friends and family from buying a computer from a PC manufacturer?

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Hickman, T., Ward, J. Implications of brand communities for rival brands: Negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth. J Brand Manag 20, 501–517 (2013). https://doi.org/10.1057/bm.2012.57

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  • DOI: https://doi.org/10.1057/bm.2012.57

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