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<p>This study examines the impact of consumers’ negative experiences, brand incongruity, and brand apologies (i.e., financial compensation) on brand hate in the ridesharing context. Purposive sampling was employed to collect data through a structured questionnaire in India (<i>N</i>=151) and Sweden (<i>N</i>=145). The data was analyzed using PLS-SEM. Findings showed that negative brand experience influences brand hate in both countries. Incongruity does not affect brand hate. Brand hate leads to non-repurchase intentions in both countries. Moreover, compensation does not significantly moderate the relationship between negative experience, brand hate, incongruity, brand hate, and brand hate and intention.</p>

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Interplay between brand hate and brand apology in ridesharing

  • 期刊论文

  • 发表日期：

    2025年11月19日

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  • Saubhagya Bhalla,
  • Praneet Rangi Randhawa,
  • Hugo Guyader

摘要

This study examines the impact of consumers’ negative experiences, brand incongruity, and brand apologies (i.e., financial compensation) on brand hate in the ridesharing context. Purposive sampling was employed to collect data through a structured questionnaire in India (N=151) and Sweden (N=145). The data was analyzed using PLS-SEM. Findings showed that negative brand experience influences brand hate in both countries. Incongruity does not affect brand hate. Brand hate leads to non-repurchase intentions in both countries. Moreover, compensation does not significantly moderate the relationship between negative experience, brand hate, incongruity, brand hate, and brand hate and intention.