The role of mediating effect of compensation efforts and moderating effect of perceived justice on the relationship between factors affecting brand hate

Emotions are one of the most important factors behind human behavior. While positive emotions such as love, loyalty and affection towards brands have been frequently found in consumer research in recent years, studies on brand hate, which is the most extreme case of avoidance, abandonment and negative emotions towards brands, are more limited. Brand hate is recognized as an emotion that is the opposite of brand love. The reason why brand hate has become so important today is that with the transition to a network society, consumers are always connected to online networks and can easily communicate with other people through these networks. In this way, an individual brand hate, which is usually the result of a personal negative experience, can easily spread to other people and become social. On the other hand, the increasing cost of acquiring new customers makes brands realize the importance of retaining existing customers as well as acquiring new customers. This research aims to examine whether consumers who experience brand hatred can be won back by the mediating effect of compensation efforts, one of the company's recovery strategies, on negative word-of-mouth communication, brand revenge and repurchase intention that may occur on consumers due to brand hatred, and the regulatory effect of perceived fairness on consumers. In line with this purpose, the study aims to investigate whether brands can win back consumers who experience brand hatred as a result of negative experiences with brands. In line with this purpose, the perceived moderating effect of businesses' compensation efforts on the mediating effect of businesses' compensation efforts on repurchase, negative word-of-mouth and brand revenge, which are the consequences of brand hatred by using compensation efforts and perceived fairness in order for brands to bring back consumers who experience brand hatred as a result of negative experiences with brands. The sample of the study consists of 376 participants who stated that they had previously felt brand hatred as a result of a negative experience and were selected through convenience sampling. The data obtained from 376 participants were collected through an online questionnaire form. In the study, a model was created based on Adams (1963) equation theory and the relationships between the variables were tested through SPSS and Smart PLS programmes and the findings were interpreted in accordance with the purpose. According to the findings of the study, as brand hatred increases, the likelihood of repurchase decreases. While the compensation efforts of the business have a positive effect on repurchase, perceived fairness has a positive effect on repurchase and negative word-of-mouth communication. The use of perceived fairness and compensation efforts of brands has an effect on reducing the negative feelings of consumers who experience brand hatred and returning them to the brand.