When love turns to hate. The interplay of brand love, attribution of blame, and personal relevance on consumers’ feelings of betrayal in a value-related brand transgression.
(A2025-126240)

AUTHORS

Ursula Haas-Kotzegger, CAMPUS 02 University of Applied Sciences, Graz; René Kerschbaumer, CAMPUS 02 University of Applied Sciences, Graz; Clara Wawrina, CAMPUS 02 University of Applied Sciences, Graz; Lena-Maria Kriegl-Wenzel, CAMPUS 02 University of Applied Sciences, Graz

ABSTRACT

This study examines the transformation of brand love to both active and passive brand hate in the context of value-related brand transgressions. Adding to recent literature, it specifically explores how the interplay between brand love, attribution of blame, and personal relevance contributes to consumers’ feelings of betrayal. Drawing on quantitative data and structural equation modelling, we shed further light on the transformation from brand love to brand hate: First, brand love can evolve into brand hate when consumers experience feelings of betrayal by the brand. Second, this sense of betrayal is influenced by the degree of blame attributed to the brand for the transgression. Finally, consumers’ personal relevance of the transgression—which is not necessarily dependent on prior brand relationships—intensifies feelings of brand betrayal. These insights contribute to a deeper understanding of brand relationships and the emotional dynamics transforming love to hate.