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Extant literature holds contradictory views about the brand love’s moderation effect in the link between brand failure and consumer’s retaliation. This paper aims to first examine how failure severity correlates with negative emotions and how negative emotions lead to retaliation intention. Then, it probes into opposite moderation effects of brand love in these two stages. Further, it explores contingent factors, including perceived fairness, inferred goodwill, aggressive personality and brand trust, which may moderate “love is blind” effect or “love becomes hate” effect.

A questionnaire survey was conducted among the sample of 293 responses from Thailand, and 239 responses from China. A total of eight hypotheses were tested by adopting hierarchical regression technique and slope analyses.

The results show that consumers facing brand failure suffer negative emotions and then generate retaliation intention. Brand love positively moderates the link between failure severity and negative emotions, which is called “love becomes hate” effect. Meanwhile, brand love negatively moderates the link between negative emotions and retaliation intention, which is called “love is blind” effect. In addition, perceived fairness and inferred goodwill alleviate “love becomes hate” effect, and aggressive personality decreases “love is blind” effect.

This study makes contribution to brand failure literature by revealing twofold moderating roles of brand love in arousing retaliation behavior of consumers who encounter product/service failure, as well as contingent factors of these roles. Also, the research findings provide managerial implications to brand managers as to how to manage brand failure and reduce consumers’ retaliation by manipulating brand love and relevant contingent variables.