Active <i>vs.</i> Passive Hate! How Experience and Social Influence Affect Brand Hate

Positive customer emotions strengthen the connection between a brand and its consumers, but negative sentiments can undermine this relationship, leading to brand switching or revenge. This study investigates the effects of negative past experiences and social influences on customers’ negative emotions (active and passive brand hate) and their behavioral responses. Using structural equation modeling (SEM), the results show that dissatisfaction and negative influences intensify brand hate, while affected consumers are more likely to switch brands than engage in revenge behaviors. Stronger emotional attachment is also associated with higher negative sentiments, suggesting implications for brand managers in emerging markets.