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Interplay between brand hate and brand apology in ridesharing

Author

Listed:
  • Saubhagya Bhalla

    (ICFAI Business School, Department of Marketing & Strategy)

  • Praneet Rangi Randhawa

    (DAV College Chandigarh)

  • Hugo Guyader

    (Linköping University, Department of Management & Engineering)

Abstract

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.

Suggested Citation

  • Saubhagya Bhalla & Praneet Rangi Randhawa & Hugo Guyader, 2025. "Interplay between brand hate and brand apology in ridesharing," Service Business, Springer;Pan-Pacific Business Association, vol. 19(4), pages 1-22, December.
    • Handle: RePEc:spr:svcbiz:v:19:y:2025:i:4:d:10.1007_s11628-025-00596-0
    DOI: 10.1007/s11628-025-00596-0
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