REVIEW OF A JOURNAL ARTICLE

IVAN GIL B. GODELOSON, MBA, LPT

Bibliography

Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal

of Business Research, 101(2019), 116- 127.

https://drive.google.com/file/d/1MWu01Upn4FXl1wUHPM9GMCqks5_AM2vN/view

Problem

The problem statements was clear as the overflowing literature citations, it goes with the title

and its significance, especially in the field of marketing and social science.

Objectives

The author’s objectives were answerable although there were numerous alternative hypotheses

presented it gives direction to the research, specify its focus and help explain the problem.

Review of Literature

The author cited relevant review of literature; appropriate references were used in the building

the research in the introduction section. Such statements and theories were enough to help

understand the subject and to establishing the problem statement. Theories of Sternberg, the

concept of WFS, along with other literatures cited identified the research gap and stimulated this

research.

Methodology

The methods used to obtain the data for this article were clearly explained. The instruments and

development were given details. Although the researcher employ the five- point Likert scale they
only used it to the concept of WFS and participation was done on reward system making it less

reliable, thus it could impair the truthfulness of the result.

Findings

Findings were presented in narrative format, well organized, sectioned, and report manner,

backup with tables, and variety of statistical test and explanations making it so complex to

comprehend for ordinary readers.

Conclusions and Recommendations

The conclusions were based on the findings and cogently stated.

Each objective was given conclusion accompanied with such basis. A list of recommendations

was given in relation to the outcomes of the study in a paragraph form.

The recommendations were clearly stated and ideas for further research were included.

Overall Critique of the Study

This was a very interesting research, significantly contributing to the field of research, especially

both in marketing and social sciences. Most of part was well written and well organized.

Although a long review of literature was necessitated to develop the situation, but it get there.

The complexities of the statistical procedures used had made the research complicated to

understand and to connect, especially some part of research model were presented in generic

item. This article was a meticulous one, though mindedly, some extraneous variables were not

given significance, like the cause of ones emotions.