Reflexive effects of articulated negative word of mouth on the sender’s Brand Hate and future NWOM intentions: mediating role of Brand Hate and coping mechanisms

Understanding the influence of verbalised negative word of mouth (NWOM) on the sender received little research attention despite its consequences for both theory and marketing scholarship. Two studies employing cross-sectional scenario-based experimental research expands the word of mouth, brand hate and coping literature by investigating the reflexive effects of NWOM on senders’ brand hate and future NWOM intentions. Additionally, the mediating role of brand hate and coping mechanisms (active coping and venting) is examined in explaining the relationship between NWOM behaviour and future NWOM intentions. 

The moderating role of tie strength was also examined. Hospitality and mobile phone services are the research contexts of this study, and the sample (N = 614) is recruited in the United Kingdom via a commercial consumer panel. Results suggest that novel to extant literature, articulation of NWOM about a brand strengthens NWOM sender’s brand hate and augments their future NWOM intentions. Furthermore, brand hate mediates the relationship between NWOM behaviour and future NWOM intentions.

Therefore, this study progresses the theoretical understanding of the NWOM–brand hate relationship. The findings further reveal the serial mediating effect of NWOM behaviour on senders’ future NWOM intentions through brand hate, venting, and active coping. However, this research found no differential impact of tie strength on the NWOM sender’s brand hate and intended NWOM behaviour.

 This research will allow marketing managers to comprehend the impact of given customer NWOM on their brand from the sender’s perspective and to understand the psychological mechanisms supporting the diffusion of brand related NWOM.