Psychological ownership and brand hate

A scenario-based survey study

Bibliographic Data

ID21283952
AuthorsQuyen Le Hoang Thuy To Nguyen (0000-0001-9254-2605, University of Economics Ho Chi Minh City), The Thi Ngoc Dang (Ho Chi Minh City Open University, corresponding author)
Year2026
Volume267
Pages107188
Publication date2026-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueActa Psychologica (JOURNAL)
Journal identifiersISSN: 0001-6918 • E-ISSN: 1873-6297
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.actpsy.2026.107188
PMID42235294
OpenAlexW7163374588
LanguageEN
References cited44

This study aims to explore the impact of psychological ownership on brand hate in the context of the Vietnamese automotive market. Using a scenario-based survey study and PLS-SEM methodology, the study assesses the influence of psychological ownership on brand hate when consumers face product and service defects. Simultaneously, the study examines the differences in emotional responses among consumers with various levels of psychological ownership. Analysis of data collected from 631 Vietnamese car consumers through purposive sampling strategy shows that psychological ownership has a positive and statistically significant impact on brand hate; the higher level of psychological ownership leads to the stronger brand hate reaction when the defects occur. This result confirms the role of psychological ownership as an important antecedent but it is often neglected in brand hate research. The study's findings contribute to a broader understanding of the factors leading to brand hate, while also providing important insights for businesses in sustainable brand management, indicating that fostering consumer psychological ownership without appropriate risk control mechanisms can make brands more vulnerable, especially for high-value, high-involvement assets such as automobiles in the Vietnamese context

Antecedent (behavioral psychology) · Automotive industry · Brand awareness · Brand equity · Brand management · Context (archaeology) · Nonprobability sampling · Survey data collection · Vietnamese · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Environmental Sustainability in Business

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Open DOIOpen Access