Brand Attachment and Brand Hate, Two Sides of The Coin in Brand Management (Case Study: Apple Cellphone Customers)

So far, much research has been undertaken in the field of positive emotions toward brands. Recently, researchers have focused on brand love, which is the most intense positive emotion consumers feel toward brands. By contrast, the researches on negative emotions toward brands is scarce and the concept of brand hate has largely been neglected as an object of research. The purpose of this study is to investigate the effect of perceived betrayal on brand hate with the moderation of brand attachment. This study is based on practical purposes and in terms of data collection, it is descriptive-survey. The current research is positivist in terms of paradigm and quantitative in terms of approach. The research strategy is the correlation of the variance matrix. The statistical population of this study is made up of people who use Apple brand mobile phones. Assuming an unlimited population and available non-probability sampling method, 135 Apple brand mobile phone customers were selected as a sample. The required data were collected using a questionnaire in which content validity was confirmed using experts' opinions, construct validity was confirmed using factor analysis, and reliability of questionnaires was confirmed using Cronbach's alpha method. Structural equation modeling technique and Smart PLS software have been used to measure the relationships between research variablesThe results of this research show that the perceived brand betrayal affects brand hate and also the brand attachment moderates the brand hate is caused by perceived brand betrayal.