Exploring brand hate in the context of telecom service failure in the Maldives: a tri-component attitude model

Purpose This study examines how anger and regret, as distinct affects to service failure, influence brand hate and its behavioral consequences in the context of telecommunication. It also investigates the moderating role of apology and voice in shaping the relationship between brand hate and consumer resistance behaviors within an essential-service setting. Design/methodology/approach Grounded in the tri-component attitude model and justice theory, this study employs a quantitative, cross-sectional design. Survey data were collected from 705 consumers in the Maldivian telecommunications sector. Structural equation modeling (SEM) and moderation analysis were used to test the proposed model. Findings Both anger and regret significantly predict brand hate, which in turn drives two distinct behavioral outcomes: anti-brand activism and anti-brand community identification. Apology weakens the effect of brand hate on activism but does not influence community identification. Voice shows no significant moderating effect on either outcome. These findings confirm the affect-to-conation-to-action sequence and highlight the emotional and behavioral complexity of brand hate. Practical implications Telecom brands must deploy emotion-specific recovery strategies and escalate their response based on the severity of consumer emotion. Apology can mitigate individual retaliation, but systemic corrective action is needed to address group-level resistance. Procedural justice alone is insufficient unless paired with visible resolution and community engagement. Originality/value This study extends brand hate research by integrating emotional antecedents, motivational states and behavioral consequences in a single framework. It offers theoretical refinement to the tri-component model and justice theory while providing actionable recovery strategies for brands operating in high-dependence, low-switching contexts.