Negative online word of mouth: the further understanding towards its impact on anti-brand activism and the moderator role of psychological discomfort

Abstract

In recent years, there have been many research articles on the relationship between brands and customers, but the downsides of this relationship have not been exploited much. Therefore, the research team takes advantage of this shortcoming and further elucidates this relationship and the effect of brand hate on Vietnamese. The study's findings suggest a negative impact of online WOM on anti-brand activity through mediating factors and suggest that the effect of this variable is large. The relationship between the concept of negative online WOM and consumers is developed. This paper provides a broader conceptual context on the newly introduced concept of brand hate, the components that make up the anti-brand. In addition, this study shows that psychological discomfort worsens the relationship between consumers and brands, which promotes higher rates of anti-brand activism. This research contributes to the theory of consumer psychology and suggests future directions for the brand.