Passive Consequences of Brand Hate: The Mediating Role of Brand Avoidance

This study aims to determine the antecedents of brand patronage reduction as a consequence hate, demonstrating mediating effect avoidance on passive/flight consequences showing their impact firm's equity. A survey was carried out with sample 307 consumers mobile phone operators. The structural model analysed using SmartPLS3. results demonstrated that hate is significantly relevant in its and explained 57,9% nomological explanation chain constructs. research how behaviours are generated by indicating managers would be developed must prevented order reduce negative impacts Despite relevance consumer-brand relationships, no has adequately hate. Furthermore, this first demonstrate role avoidance, acting mediator relationship between consequences, presenting