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

Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming Sung Cheng, Andriani Kusumawati

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


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.

Original languageEnglish
Pages (from-to)618-631
Number of pages14
JournalJournal of Product & Brand Management
Issue number4
StatePublished - 3 Apr 2023


  • Brand avoidance
  • Brand hate
  • Brand switching
  • Negative emotions
  • Negative word-of-mouth
  • Protest behavior


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