The role of brand attachment in the relationship between brand hate and behavioural consequences

The purpose of this study is to determine the behavioral consequences of brand hate and moderator effect of perceived brand level and brand attachment on the relationship between brand hate and behavioral outcomes. In this context, the effects of brand hate on purchase tendency, inertia, brand change intention, brand avoidance, negative word of mouth and brand revenge were discussed. In addition, the regulatory role of the level of perceived hate and brand attachment in this relationship has been investigated. In this context, the model of the study was presented in line with the hypotheses created in the light of theoretical information. A survey was conducted with 400 participants in the study.Within the scope of the study, the analysis of the data was carried out with the structural equation model and regression analysis. As a result of the analysis, it has been revealed that brand hate has an effect on purchasing tendency, inertia, brand change intention, brand avoidance, negative word of mouth and brand revenge. It has been found that hate brand attachment have a regulatory role in the relationship between brand hate and purchasing tendency, and brand hate and brand revenge. In other words, brand attachment reduces the negative impact of brand hate on the purchasing tendency and increases its impact on brand revenge. It has been determined that the level of perceived hate does not have a moderator role in the relationship between brand hate and behavioral consequences. Low or high perceived hate level does not affect the effects of brand hate on purchasing tendency, inertia, brand change intention, brand avoidance, negative word of mouth and brand revenge.