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Consumer - brand relationship: A brand hate perspective

Author

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  • Roy, Sanjit K.
  • Sharma, Apurv
  • Bose, Sunny
  • Singh, Gaganpreet

Abstract

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 tend to generate negative feelings and experiences about brands. Thus, the purpose of this research is to examine an integrated model of antecedents and consequences of brand hate. Specifically, we test the brand constructs like negative brand experience and negative brand personality as antecedents of- and brand switching, brand avoidance and complaining as consequences of- brand hate. The moderating role of gender on the antecedents of brand hate is tested. This study contributes by testing an integrated model of brand hate consisting of multi-dimensional negative brand experience and negative brand personality. Findings have managerial and practical implications for brand managers.

Suggested Citation

  • Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:1293-1304
    DOI: 10.1016/j.jbusres.2022.02.065
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    Cited by:

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    2. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).
    3. Sajid, Muhammed & Zakkariya, K.A. & Suki, Norazah Mohd & Islam, Jamid Ul, 2024. "When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Hardeep Chahal & Rigzin Dolkar, 2024. "Why do consumers hate brands, and how do they react to brand hate? Moderating role of big five personality traits," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(2), pages 195-212, June.
    5. Akrout, Houcine & Mrad, Mona, 2023. "Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation," Journal of Business Research, Elsevier, vol. 154(C).
    6. Raphael Odoom & John Paul Basewe Kosiba & Priscilla Teika Odoom, 2024. "Brand hate experiences and the role of social media influencers in altering consumer emotions," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 529-542, September.

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