Exploring the Role of Brand Hate in Mediating the Impact of Deficit Value on Consumer Behaviors in the Apparel Industry

In the dynamic context of contemporary branding, consumer-brand interactions have undergone substantial transformation. Recognizing the strategic relevance of this phenomenon, the present investigation aims to elucidate the impact of deficit value on consumer behaviors—specifically, brand switching, brand avoidance, brand retaliation, and complaining—while positioning brand hate as the focal mediating construct. Employing a quantitative, deductive methodological framework, the research targets the apparel sector of Pakistan. Data were garnered via a structured online survey, comprising a 30-item instrument, which was disseminated to participants through a convenience sampling technique. Out of 500 questionnaires distributed, 327 were returned, culminating in 301 valid responses that comprised the final sample. Analytical rigor was maintained through Structural Equation Modeling—Partial Least Squares (SEM-PLS) as executed within Smart PLS 4.0. The statistical inquiry confirmed all articulated hypotheses, thereby contributing refined understanding of the intricate mechanisms that govern consumer conduct. Interpretation of the hypothesis-testing outputs reveals that deficit value exerts a decisive influence on the four examined behaviors, with brand hate serving a crucial mediating function in each of the identified pathways.Awareness of deficit value’s negative influence on brand perception and resulting consumer actions empowers marketers to formulate counteractive strategies that preserve and enhance brand equity. Through careful analysis of these interrelated dynamics, practitioners can design interventions that diminish the probability of harmful consumer choices and promote enduring brand allegiance.