In recent times brands have experienced consumer backlash in the form of brand hate due
to perceived unacceptable behaviors. The failure of brands to meet customers' expectations …

Purpose This study aims to examine the emotional components of brand hate and the
variation of emotions across different levels of brand hate. Design/methodology/approach …

Purpose This paper aims to the literature on negative consumer-brand relationships by
advancing knowledge on the key triggers of brand hate of global and prominent brands. It …

Purpose–This study aims to investigate the nature of brand hate, its antecedents and its
outcomes. Design/methodology/approach–The authors conduct two quantitative studies in …

Abstract Drawing from Sternberg's (2003) triangular theory of hate, this paper
conceptualizes and tests the theory in the branding context. Based on two studies with 712 …

This study aims to investigate negative consumer‐brand relationships by developing a
“Brand Hate” concept. A hierarchical Brand Hate model is theoretically discussed in light of …

Purpose This study aims to investigate the interplay between brand and consumer
personalities in shaping brand hate and its consequences. More specifically, it investigates …

Purpose The purpose of this paper is to explore the concept of brand hate in detail which is
the extreme negative emotion toward brands, by giving a comprehensive explanation …

Purpose This paper aims to understand how strong brand attachment can intensify the
feeling of perceived betrayal, leading to brand hate after a negative experience with the …

Purpose This review aims to synthesize the brand hate literature and suggest directions for
future research on brand hate. Design/methodology/approach This study adopted an …