Abstract:

The current conceptual study aims to examine how consumers experience mixed emotions of brand love and brand hate derived from different levels of brand-related sources, and building on construal level theory, explain how these mixed feelings interactively influence activation of different levels of consumer construals, and in turn, overall brand evaluations. Firstly, a brand love-hate mixed emotions matrix is developed to show three different sources of brand hate-love mixed emotions: product, user and corporate. Then, building on construal level theory, there is a discussion of how these mixed emotions may activate distinct construal level mindsets that, in turn, influence brand attitudes.