Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM


KURTOĞLU R. , ÖZBÖLÜK T. , HACIHASANOĞLU P.

JOURNAL OF BRAND MANAGEMENT, 2021 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2021
  • Doi Number: 10.1057/s41262-021-00257-3
  • Title of Journal : JOURNAL OF BRAND MANAGEMENT
  • Keywords: Consumer regret, Brand hate, Brand loyalty, Negative WOM, Inward negative emotions, Outward negative emotions, WORD-OF-MOUTH, METHOD VARIANCE, REGRET, ANTECEDENTS, OUTCOMES, IMPACT, SELF, CONCEPTUALIZATION, IDENTIFICATION, COVARIANCE

Abstract

This paper investigates the effects of consumers' inward negative emotions on outward negative emotions, brand loyalty, and negative WOM. We examine the effects of consumer regret on brand hate felt by consumers while choosing a mobile network operator. The effects of brand loyalty and brand hate on negative WOM are also examined with the proposed model. We conducted an online survey on 414 individuals using a mobile network operator in Turkey. We analyzed data with structural equation modeling. The results show that consumer regret as a negative inward emotion has a positive effect on brand hate that is an outward negative emotion. Consumer regret also negatively affects brand loyalty and positively affects negative WOM. Results also revealed that brand loyalty does not affect negative WOM, while brand hate has a positive effect on consumers' dissemination of negative information.