Does Consumer Regret have an Impact on Negative WOM? The Role of Brand Hate and Brand Loyalty

Abstract

This study examines the relationship between consumer internal negative emotions and their
external negative emotions, brand loyalty, and negative word-of-mouth. We look at how brand
hate that consumer experience while selecting a mobile network provider is affected by
consumer regret. Using the suggested model, the influence of brand loyalty and brand hate on
negative word-of-mouth is also investigated. 361 users of a mobile network provider in
Pakistan participated in our online poll. We used structural equation modeling to examine the
data. The findings demonstrate that brand hate, an outwardly unpleasant feeling, is positively
influenced by consumer regret, a negative inside emotion. Brand loyalty and negative WOM
are both favorably and adversely impacted by consumer regret. The findings also showed that
although brand hate had a favorable impact on consumers spread of negative information,
brand loyalty does not affect negative word-of-mouth.