.... Exploratory insights into online brand transgression characteristics that elicit cognitive appraisals, negative emotions, and immediate coping responses in consumers are offered. Practical implications This research provides practical implications for brand transgression management in the digital age...

...Anni Rahimah; Huu Phuc Dang; Tessa Tien Nguyen; Julian Ming-Sung Cheng; Andriani Kusumawati Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching...

... attachment cushion or amplify the effect of service failure on customers’ negative emotions? Design/methodology/approach A 2 × 2 × 2 experimental design was conducted. Data analysis was performed with ANOVA and moderated mediation. Findings Customer’s feelings toward a brand (brand attachment...

... misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions...

... The findings reveal that existing customers that compare their price to a lower price offered to prospective customers experience the perception of price unfairness that, in turn, triggers negative behavioral intentions toward the company, through trust (cognitive driver) and negative emotions (emotional...