From attraction to aversion and back: examining brand hate, love, and retention

This study investigates psychological ownership, brand uniqueness, hedonic pleasure, and brand passion as antecedents of brand love (BL). Additionally, the study explores the mediating role of brand hate (BH) and the moderating effects of brand obsession and opposition loyalty on BL. Finally, the study examines brand retention (BR) as an outcome of BL. Four studies were conducted to test proposed relationships, and data were analyzed using partial least squares structural equations modelling (PLS-SEM) through SmartPLS 4. The findings of Study 1 showed that the antecedents (except psychological ownership) positively influenced BL. Furthermore, it was found that BH negatively predicts BL, and it also mediates the relationship between antecedents (except psychological ownership) and BL. Study 3 found the moderating effects of brand obsession and opposition loyalty between BH and BL. Finally, Study 4 confirmed the positive influence of BL on BH. The findings highlight how positive emotional antecedents can offset the effects of BH and sustain BH, even in emotionally ambivalent brand relationships. These results provide actionable insights for brand managers, emphasizing the importance of leveraging positive emotional connectors while mitigating negative consumer sentiments.