The Impact of Disgust, Contempt and Anger on Brand Switching: Mediating Role of Brand Hate

Abstract

This study examines the influence of disgust, contempt, and anger on brand switching, emphasizing the mediating role of brand hate. Negative emotions stemming from unfavorable brand experiences are explored to understand their role in driving consumer behavior. Using a quantitative approach, data from 384 respondents were analyzed with statistical techniques such as regression, correlation, and mediation analysis. The findings reveal that disgust, contempt, and anger significantly contribute to brand switching, both directly and indirectly, with brand hate amplifying these effects. Among the emotions studied, contempt proved to be the most influential predictor of consumer rejection. Mediation analysis underscored the crucial role of brand hate in transforming emotional responses into behavioral outcomes. This study highlights the importance of addressing cultural and contextual variations in emotional experiences and offers practical recommendations for brand managers, such as adopting ethical practices, refining communication strategies, and enhancing customer service to mitigate negative emotions. These interventions can help reduce brand hate and foster stronger consumer relationships, providing valuable insights into managing emotional dimensions of consumer behavior to sustain loyalty in competitive markets.