Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli …

Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to
multiple conceptualizations, models and constructs in the field. As such, there is an urgent …

The literature on the dark side of the customer-brand relationship is still evolving. Admittedly,
scholars have given it noteworthy attention in the recent past, yet gaps persist related to the …

This article provides the first systematic literature review specifically about consumer-brand
relationship types since the foundational paper on brand relationships was published in …

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 …

With the upsurge in academia's interest in understanding the feeling of hatred toward brands
in recent years, there is a need to consolidate the relevant literature. Through this study, the …

Extensive research has investigated how perceived brand globalness (PBG) and perceived
brand localness (PBL) affect brand. In this systematic literature review, the authors organize …

Purpose When a company practices greenwashing, it violates consumers' expectations by
deliberately deceiving them about their environmental practices or the benefits of their …

Consumers' emotions play a salient role in consumers' buying process, their consumption
behaviours, and their engagement with product/service offerings, owing to which, it has …

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