The Role of Past Experience, Price Fairness, and Ideological Incompatibility on Brand Avoidance: What is the Mediating Effect of Brand Hate?

Abstract

Customer retention is crucial for the survival of any organisation in today's highly competitive market. Hence, it is crucial for organisations to recognise and address the elements that may lead to the development of negative sentiments and customer aversion. This study investigated the impact of various factors on brand hate and brand avoidance, including price unfairness, similarity to competitor offers, ideological compatibility, and negative experience. This study also explored the mediating effect of brand hate. This study employed a cross-sectional research design and a quantitative research method. A survey was created to gather input from the participants. Information was collected from the customers of retailers in KSA. This research utilised a simple random sampling method. The response rate achieved was 76.75%. The collected data was analysed using statistical software tools such as SPSS and Smart PLS 4, employing the SEM technique. According to the study's findings, factors such as price unfairness, similarity to competitor offers, ideological compatibility, and negative experience strongly influence the development of brand hatred. Furthermore, negative perceptions of a brand have a significant impact on consumers' tendency to avoid it. The results also confirm that brand hate has a mediating effect. These findings have significant implications for policymakers in KSA's retail sector.