Emotions have a compelling and strong effect on individuals actions and behaviours. They are elicited in consumers during the decision-making process through brand-related stimuli. Negative emotions towards a brand can translate directly into actions against it, for instance, propagating negative word of mouth, avoidance and vengeance. Although scholars have conducted consumer–brand relationship (CBR) research for over 20 years, our understanding of negative emotions is still limited. Research in the consumer–brand relationship domain so far has predominantly focused on positive emotions and its constructs. However, with a recent surge in the studies on negative emotions in the consumer–brand relationship domain, a systematic review is essential to identify, evaluate and synthesize the extant literature. Using a citation-based search, we analyse 55 articles in the literature to achieve three objectives: primarily to illustrate the evolution and growth of negative emotions in the consumer–brand relationship using the seminal article by Fournier (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’ as the base paper. Further, the study aims to identify uncharted negative emotions in consumer–brand relationship literature by integrating it with the hierarchical theory of emotions article and finally, it suggests future research in unexplored and underexplored negative emotions.

中文翻译：

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消费者品牌关系中的负面情绪：回顾与未来研究议程

情绪对个人的行动和行为具有令人信服的强烈影响。它们是在决策过程中通过与品牌相关的刺激在消费者中引起的。对一个品牌的负面情绪可以直接转化为反对它的行动，例如，传播负面口碑、回避和报复。尽管学者们进行了 20 多年的消费者-品牌关系 (CBR) 研究，但我们对负面情绪的理解仍然有限。迄今为止，消费者-品牌关系领域的研究主要集中在积极情绪及其结构上。然而，随着最近消费者-品牌关系领域负面情绪研究的激增，系统评价对于识别、评估和综合现有文献至关重要。使用基于引文的搜索，我们分析了文献中的 55 篇文章以实现三个目标：主要使用 Fournier (1998) 的开创性文章“消费者及其品牌：消费者研究中的发展关系理论”来说明消费者-品牌关系中负面情绪的演变和增长作为原纸。此外，该研究旨在通过将其与情绪层次理论文章相结合来识别消费者-品牌关系文献中未知的负面情绪，最后，它为未来对未探索和未充分探索的负面情绪的研究提出建议。以消费者研究中的关系理论为基础。此外，该研究旨在通过将其与情绪层次理论文章相结合来识别消费者 - 品牌关系文献中未知的负面情绪，最后，它为未来对未探索和未充分探索的负面情绪的研究提出建议。以消费者研究中的关系理论为基础。此外，该研究旨在通过将其与情绪层次理论文章相结合来识别消费者 - 品牌关系文献中未知的负面情绪，最后，它为未来对未探索和未充分探索的负面情绪的研究提出建议。