Title:
EXAMINING THE PHENOMENON OF BRAND HATE TOWARDS TRADITIONAL FOODS IN INDONESIA AMONG YOUNG GENERATION

Authors:
Sulthan Misbahul Ghifaari and Budhi Haryanto

Abstract:
The negative relationship between consumers and brands in this case brand hate is an interesting topic to research and needs to be investigated further. This study aims to examine the relationship between actual self, ideal self, and symbolic incongruity to brand hate traditional foods in Indonesia. It also aims to explain the role of gender in moderating the relationship between these variables. This study used a quantitative method, in which consumers’ restaurants traditional in Surakarta were surveyed in an online questionnaire. The sample used for analysis in the study consisted of 152 respondents. The Multi Group Structural Equation Model was used to test the hypothesis. The results indicate that the actual self has a significantly negative effect on symbolic incongruity. The ideal self has a significantly positive effect on symbolic incongruity. Symbolic incongruity has a significant and positive effect on brand hate. Moreover, gender significantly moderates these impacts. Finally, this study explains the implications associated with theoretical aspects and practical aspects, and also points out the limitations of this study as opportunities for further research.

Keywords:
actual self, ideal self, symbolic incongruity, traditional foods, brand hate

DOI:
http://dx.doi.org/10.37500/IJESSR.2022.5413