The Duality of Brand Hate and Brand Forgiveness : Understanding the Emotional Shift in Consumer–Brand Relationships

Sammanfattning

Background: The consumer-brand relationships have become increasingly emotional, as both negative and positive feelings affect consumer behaviour. While research has prioritised positive emotions, negative emotions have now been identified as a driver of relationship termination. Yet, emerging evidence shows that individuals continue to purchase and therefore repair the consumer-brand relationship, despite the negative emotions towards brands. This emphasises a duality of where brand hate and brand forgiveness coexist Purpose: The purpose of this study is to understand why consumers forgive brands despite experiencing brand hate for the same brand, following a brand transgression. Method: The research method of the study is qualitative. It adopts an epistemological assumption and follows a subjective approach and an interpretivist philosophy. The study is exploratory. Data is collected through semi-structured interviews. Then, the data will be coded and analysed using thematic analysis. The study is conducted within the context of food and beverage. Conclusion: This study identifies five interconnected mechanisms: social influence, time, habits, nostalgia, and the product itself. Furthermore, findings show that forgiveness is not necessarily an active choice but can occur unconsciously.