When love becomes hate: how different consumer-brand relationships interact with crises to influence consumers' reactions

Purpose: A well-accepted proposition in the literature of corporate strategic communication and public relations is that consumer-brand relationships (CBRs) affect corporate crisis communication. However, it is inconclusive whether CBRs protect or work against brands, because both buffering effects and love-becomes-hate effects have been found. This study attempts to explain and bridge the seemingly inconsistent findings by clarifying the effects of different types of CBRs in different brand transgressions. Design/methodology/approach: Re-conceptualizing CBRs into non-identifying relationships and identifying relationships, this study examined the possible interaction effects of CBRs and crises on consumers' attitudes and emotions, which then influence their behavioral intentions. A three-step multi-group structural equation modeling (SEM) was used to analyze the data collected from an online experiment with nearly 900 consumers of two brands. Findings: Although non-identifying relationships offer buffering effects, identifying relationships primarily offer love-becomes-hate effects by intensifying negative emotions such as anger and disappointment, which in turn affect consumers' behavioral intentions. Such patterns hold regardless of whether a crisis directly threatens the core meaning of the brand. Originality/value: This study clarifies the effects of different types of CBRs in crises and shows that deep psychological connections (i.e. identifying relationships) offer love-becomes-hate effects. It suggests that one promising future research direction for crisis communication and public relations scholars is to examine how to mitigate such love-becomes-hate effects so that brands can keep their loyal consumers.