Investigating the intricate dynamics of brand hatred in the online purchasing sector is the primary goal of this study, which focuses especially on the contributing and causal elements as defined by the appraisal theory of emotions. Examining the elements that lead to brand hate, this study focuses especially on consumer dissatisfaction brought on by a difference between expected and actual service quality, as well as later dissatisfaction brought on by a failure to fix the original issue, which compounds the negative impact of double-deviation. There were no missing values in the dataset, hence a comprehensive survey with 599 Pakistani internet shoppers was carried out to provide a detailed investigation of these connections. SPSS was used for the data processing. This study indicates that animosity towards brands in online buying is mostly caused by dissatisfaction resulting from perceived injustice and dissatisfaction with service quality. Furthermore, the study demonstrates that when service recovery fails, it not only fails to mitigate the dissatisfaction but also intensifies brand hatred. Improving our theoretical knowledge of brand hatred, this study, by establishing it in the appraisal theory of emotions, offers a strong basis for examining consumers' emotional responses to perceived injustices and service failures. Major practical implications of this research are for industrial stakeholders. These implications highlight the requirement of developing marketing strategies and recovery procedures that are consumer-centric and personalized to effectively manage service failures and satisfy the expectations of customers. In a nutshell this study adds to the body of research presently available about the phenomena of brand hatred in relation to internet shopping. Furthermore, it provides recommendations that can be implemented to enhance service quality and customer satisfaction. These recommendations are crucial for effectively managing consumer relationships and shaping brand perception in the digital age