Limited research has investigated the consequences of brand hate, particularly the
pathways and contingent factors. This study addresses a critical gap by investigating the …

Purpose This study aims to understand consumers' attitudes towards luxury products based
on the stereotype content model, brand anthropomorphism and the psychological ownership …

There is a limited amount of research to investigate emotional transition (ie love to hate)
among consumers. Moreover, can value-expressiveness motivate consumers to not to share …

This study explores the impact of perceived brand betrayal on two types of brand hate and
their subsequent effects on consumer behavioral responses. It also investigates how these …

This study addresses a critical gap in the literature on the consumer–brand relationship by
focusing on the under‐investigated concept of attitudinal and behavioural brand hate. This …

Through three scenario-based experiments and under the theoretical lens of Emotion-in-
Relationships Model, this work examines the interplay between brand passion and brand …

Purpose Marketing scholars have begun to look at negative emotions that young consumers
could develop toward brands, such as brand hate. Brand hate has experienced exponential …

Purpose The purpose of this study is to develop a typology of brand haters, depending on
their coping processes to the different stressful consumption situations, and associate these …

Despite existing studies on negative consumer-brand relationships, understanding of
extreme negative states, such as brand betrayal and brand hate, is still in the infancy stage …

Purpose This study aims to propose and test an appraisal theory-based framework that
depicts the impact of negatively valenced brand personality dimensions on brand hate …