Year: 2025
Type: article
Study design: Observational Study
Abstract: With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This study extends the S-O-R framework to the context of negative emotions and introduces the social dimension of brand experiences, revealing complex relationships between brand experiences, negative emotions, and behavioral responses. In practice, companies should strengthen the monitoring and management of brand touch points to proactively mitigate brand hate and its adverse consequences.
Source: ASIA MARKETING JOURNAL
Authors: Li Mei Liu, Seong Ho Lee
Institution: Hanbat National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $400
OpenAlex ID: W4409738897