The Mediating Role of Brand Hate in the Effect of Negative Customer Experience on Brand Confrontation and Brand Avoidance

Document Type : Original Article

Authors

1 Assistant Professor, Department of business management, Babol Branch, Islamic Azad University, Babol, Iran

2 Assistant Professor and Faculty Member, Department of Management, Economics and Accounting, Payame Noor University, Tehran (PO Box 4697-19395 Tehran), Iran

3 Master of Business Administration, Faculty of Economics and Management, Urmia University, Iran

4 Ph.D. in Business Management, University of Tehran, Tehran, Iran

10.34785/J018.2022.013

Abstract

Abstract
Objective: The present study aimed to investigate the mediating role of brand hate in the field of negative consumer communication and negative brand actions in the restaurant industry. This study was a response to the gap in research on negative customer experience and brand hate in consumer behavior in service brands.
Originality/value: The present study was the first academic study on brand hate in the field of Iranian restaurant services industry. In addition, this study introduced brand hate as a mediator including negative predictions, leading to negative results in consumer-brand relations.
Design /method /approach: The conceptual model of the study was designed based on theoretical gaps. The questionnaire of this study was explained according to the standard questions of previous studies aimed to survey the guests who had at least two unpleasant experience of the restaurant industry in Tehran. A total of 392 statistical samples were selected using simple random sampling and Cochran's formula. Data analysis was conducted using Smart PLS software version 3.
Findings: It was found that brand hate mediates all of the relationships between negative customer experience and negative consequences of hate, including brand avoidance and brand confrontation. This model is completely consistent with customer behavior and psychological hate.
Conclusion: The results indicated that negative customer experience can significantly affect the brand and customer behavior with brand. In addition, brand hate intensifies this relationship and causes more consumer confrontation with brand.

Keywords

References

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