Exploring the impact of negative brand experiences on consumer emotions and behavior

• Published in: Asia Marketing Journal (Online) Vol. 27; no. 1; pp. 72 - 87
• Main Authors: Liu, Li Mei, Lee, Seong Ho
• Format: Journal Article
• Language: English
• Published: Korean Marketing Association 01.04.2025; 한국마케팅학회
• Subjects: brand hate; consumer regret; negative brand experience; nwom; 경영학
• ISSN: 2765-6500; 1598-7868; 2765-6500
• DOI: 10.53728/2765-6500.1648

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.