The Effects of Sustainability-Oriented and Psychological Brand Drivers on the Brand Hate-Love Relationship

Abstract

This study examines the effects of sustainability-oriented (Green brand distinctiveness and green brand passion) and psychological brand drivers (Psychological ownership and oppositional loyalty) on brand love (BL). It also explores whether the effects of these sustainability-oriented and psychological drivers on BL are amplified by sustainability influencer endorsements. Additionally, it investigates the brand hate (BH)-BL dynamics through the lens of broaden-and-build theory (BBT). Two experimental studies were conducted. Study 1 (n = 350) tested direct and multigroup hypotheses using a between-subjects experiment. Study 2 (n = 346) employed a between-subjects experiment to test mediation hypotheses.  Results of Study 1 showed that sustainability-oriented and psychological brand drivers positively influence BL, and their effects on BL are stronger when participants view advertisements endorsed by a sustainability influencer (Except for psychological ownership and oppositional brand loyalty). Likewise, results of Study 2 confirmed the mediation effects of BH between all drivers (Green brand distinctiveness, green brand passion, psychological ownership, and oppositional loyalty) and BL. This study extends sustainability branding literature by investigating how sustainability influencer endorsements shape BL. The findings suggest that managers should engage sustainability influencers selectively to strengthen sustainability-based brand differentiation and passion, while also developing strong psychological brand bonds that can protect consumer relationships when negative brand emotions arise.