I love you, but you let me down! How hate and retaliation damage customer-brand relationship

• Examines dark side of customer-brand relationship through Stimulus-Organism-Response (SOR) framework. Stimuli (dissatisfaction, negative word mouth, and advertisement overload) are positively associated with brand betrayal hate. Internal states (betrayal hate) coping responses avoidance retaliation. Brand love moderates the association overload safety hygiene grievances betrayal. The literature on is still evolving. Admittedly, scholars have given it noteworthy attention in recent past, yet gaps persist related to products services, antecedents, consequents examined. Our study augments understanding aspects by examining hate as its two manifestations. Using online food delivery (OFD) platforms product/service under focus, we employ a mixed-method approach identify experiences (i.e., grievances, dissatisfaction, that could stimulate emotions customers. Thereafter, examine desire for retaliation response these feelings. model grounded framework tested analysis data collected from 342 OFD users United States. structural equation modelling results confirm positive customer Betrayal hate, turn, associate