Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits

PurposeThe study aims to empirically analyse the brand hate framework consisting of its antecedents, consequences and the moderating role of the big five personality traits. Specifically, the study examines the impact of advertisements, rumours and negative past experiences on brand hate and its effect on negative word of mouth, public complaining and desire for revenge. The study also seeks to examine how five personality traits (extraversion, agreeableness, conscientiousness, neuroticism, and openness) affect the relationship between antecedents and brand hate, as well as between brand hate and its consequences.Design/methodology/approachPrimary data were collected from 438 faculty members of six public universities in Jammu and Kashmir (J&K), India, through a questionnaire. We used a structural equation modelling approach (AMOS) and Hayes process Macro to analyse the data.FindingsThe study found that advertisements, rumours, and negative past experiences influence brand hate, which leads to negative word of mouth, public complaining, and a desire for revenge. Among the five traits, conscientiousness moderates the effect of negative past experiences and rumours on brand hate, whereas openness moderates the impact of brand hate on the desire for revenge and negative word of mouth. Also, agreeableness moderates the impact of brand hate on the desire for revenge.Originality/valueThe study sought to investigate how the big five personality traits moderate the relationship between the causes and effects of brand hate. The role of advertisements as an antecedent and public complaining as a consequence of brand hate, in addition to the well-explored antecedents and consequences, also contribute to the extended framework of brand hate.