Interplay between brand hate and brand apology in ridesharing

Saubhagya Bhalla (), Praneet Rangi Randhawa () and Hugo Guyader ()
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Saubhagya Bhalla: ICFAI Business School, Department of Marketing & Strategy
Praneet Rangi Randhawa: DAV College Chandigarh
Hugo Guyader: Linköping University, Department of Management & Engineering

Service Business, 2025, vol. 19, issue 4, No 2, 22 pages

Abstract: 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.

Keywords: Brand apology; Brand hate; Compensation; Incongruity; Ridesharing (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11628-025-00596-0

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