Unpacking negative brand engagement: the role of brand and chatbot expectation violation

Purpose Drawing on expectation disconfirmation theory and assimilation-contrast theory, this study hypothesizes how different expectation violations – differentiated by object (brand vs chatbot) but triggered within a same interaction – influence negative brand engagement across three dimensions: emotional, cognitive and behavioral. Design/methodology/approach Using a mixed-methods approach, the research combines quantitative data (n = 238) with qualitative insights from 36 interviews. Findings The quantitative analysis shows that brand expectation violation triggers emotional and cognitive negative engagement, while chatbot expectation violation relates to behavioral negative engagement, including both constructive and destructive responses. The qualitative study further reveals how expectation violation can lead to various forms of negative engagement, including both active and passive manifestations. Practical implications This research provides valuable insights for practitioners wishing to proactively work on avoiding negative brand engagement by managing expectations, and to respond adequately to the different manifestations of negative brand engagement. Originality/value The research shows that brand and chatbot expectation violations, within the same interaction, generate different negative brand engagement manifestations. This research contributes to the brand engagement literature by adding to and refining the concept of negative brand engagement.