Impact of negative experiences on negative consumer behavior toward brands: The mediating role of newom

Abstract

Recently, brands have had to endure intense customer reactions in the form of brand hate. The reason is that brands do not meet customer expectations, leading them to exhibit negative behaviors. Therefore, this study aims to examine the causes and consequences of brand hate in Vietnam. Quantitative data were collected through a survey questionnaire with 296 valid responses. After analysis, the results showed that negative experiences with a brand are an antecedence to brand hate. In particular, we examined four dimensions of negative brand experience, including sensory, affective, behavioral, and intellectual, which have been studied less in previous research. From brand hate, this study examines its impact on the NeWOM intensity, consumer boycott, and consumer-brand sabotage. Notably, the intensity of NeWOM has a mediating role in the relationship between brand hate and two consumer behaviors, namely consumer boycott and consumer-brand sabotage. This research provides useful findings, adding to the literature related to negative consumer-brand relationships. Finally, it has practical significance in supporting managers and practitioners in implementing effective strategies to mitigate negative consumer behavior concerning brand hate