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

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.