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The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms

Anni Rahimah (Department of Business Administration, Brawijaya University, Malang, Indonesia)
Huu Phuc Dang (School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Tessa Tien Nguyen (International School of Business, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Julian Ming-Sung Cheng (Department of Business Administration, National Central University, Taoyuan, Taiwan and School of Management, University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam)
Andriani Kusumawati (Department of Business Administration, Brawijaya University, Malang, Indonesia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 21 December 2022

92

Abstract

Purpose

The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.

Design/methodology/approach

Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.

Findings

This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.

Originality/value

The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.

Keywords

Acknowledgements

This research is partially funded by the University of Economics Ho Chi Minh City, Vietnam.

Citation

Rahimah, A., Dang, H.P., Nguyen, T.T., Cheng, J.M.-S. and Kusumawati, A. (2022), "The subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms", Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-12-2021-3778

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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