REFLECTION OF BRAND HATE ON BRAND FORGIVENESS

Abstract

Brand hatred consists of elements such as negative experiences that consumers have with the brand, symbolic and ideological incompatibilities, disturbing advertisements and immoral behavior. To prevent brand hatred, brands need to establish a strong bond and empathize with consumers. This situation increases the likelihood of consumers forgiving brands and the concept of brand donation emerges. Brand donation is when consumers' negative emotions towards brands are replaced by positive emotions. In this context, the aim of the study is to examine the effect of brand hatred on brand donation. In addition, the mediating role of the sub-dimensions of brand hatred with the sub-dimensions of brand donation was examined in the study. In the first part of the research, Hegner et al.'s (2017) brand hatred study titled "Determinants and outcomes of brand hate" was used. In the second part, Christodoulides et al.'s (2021) scale called "Don't be rude! The effect of content moderation on consumer‐brand forgiveness" was used. In the last part of the study, descriptive questions are included. The research was conducted on 530 participants. According to the findings of the study, the most important factors in forgiveness are symbolic incompatibility and negative past experiences. Therefore, symbolic dissonance should be reduced and brands should be ensured to represent consumers. Based on the research, it appears that brand hatred, symbolic incongruity, brand avoidance and brand retaliation have the most significant impact on cognitive brand donation. In order for the consumer to forgive the brand, the effects of these elements must be minimized.