The development of the consumer–brand relationship is crucial for brands as it reflects how
well a consumer is emotionally connected with the brand. However, due to unacceptable …

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 …

This thesis on brand hate comprises two manuscripts. The first essay: Understand Brand
Hate adopts grounded theory method and examines the brand hate construct coherently …

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 …

Purpose The purpose of this study is to place the antecedents and consequences of brand
hate in the context of negative consumer–brand relationship in the telecommunication …

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–Despite the vast research regarding customer brand relationships, and the positive
feelings towards brand, there is little research on negative feelings towards brand. Despite …

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 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 …

Negative emotions can impact consumers' purchase decisions. Company will face
consequences such as consumer avoidance, the negative word of mouth, and brand …