Akademik Veri Yönetim Sistemi
Hitit Sosyal Bilimler Dergisi (Online), cilt.19, sa.1, ss.247-267, 2026 (TRDizin)
In consumer behaviour literature, it is widely acknowledged that positive and negative emotions significantly influence purchase intentions. In contemporary markets, negative consumer experiences spread rapidly, reshaping brand perceptions and altering purchase decisions in a short space of time. In this context, 'brand hate' is a strong negative emotional reaction that goes beyond mere dissatisfaction and can result in radical behavioural outcomes such as active boycotts, avoidance and negative word-of-mouth communication. At the same time, consumers are increasingly demanding that companies provide benefits that go beyond mere functionality; they now want to establish more profound emotional and experiential connections. The concept of brand experience therefore encompasses consumers' sensory, emotional, cognitive and behavioural interactions with a brand. It plays a transformative and mitigating role within consumercompany relationships. This study investigates the impact of brand hate on purchase intention, aiming to elucidate the mediating role of brand experience in this relationship. The research population consists of individuals aged 18 and over who reside in Erzurum, Türkiye. Data were collected from 541 participants via convenience sampling and analysed using SPSS 25 and AMOS 24. During the analysis, reliability tests and exploratory and confirmatory factor analyses were conducted to evaluate the internal consistency and validity of the measurement models. Furthermore, PROCESS Macro Model 4 was used to evaluate the indirect effects of the independent variable and ascertain the mediating role of brand experience. The findings highlight several key points. Firstly, brand hate has a significant negative effect on purchase intention. Secondly, brand experience has a positive influence on purchase intention. Thirdly, there is a significant negative relationship between brand hate and brand experience. Finally, brand experience plays a partial mediating role between brand hate and purchase intention. These results demonstrate that brand experience can be used strategically to alleviate negative consumer attitudes. This study contributes to the limited literature on this subject by analysing the relationship between brand hate and brand experience within a structural model in the Turkish context. The study provides practical implications for marketing strategies, particularly with regard to managing and mitigating negative consumer reactions.