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“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

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  • Cícero Eduardo Walter

    (Federal Institute of Education Science and Technology of Piauí, Teresina 64000-040, Brazil
    The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
    Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal)

  • Vera Teixeira Vale

    (The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
    Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal)

  • Manuel Au-Yong-Oliveira

    (The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
    Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal
    Institute for Systems and Computer Engineering, Technology and Science (INESC TEC), 4200-465 Porto, Portugal)

  • Cláudia Miranda Veloso

    (The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
    School of Technology and Management Agueda (ESTGA), University of Aveiro, 3750-127 Águeda, Portugal)

  • Bruno Barbosa Sousa

    (Escola Superior de Hotelaria e Turismo (ESHT), Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal
    Centre for Tourism Research, Development and Innovation (CiTUR), Polytechnic University of Leiria, 2411-901 Leiria, Portugal
    The Applied Management Research Unit (UNIAG), Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal)

Abstract

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus and Web of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.

Suggested Citation

  • Cícero Eduardo Walter & Vera Teixeira Vale & Manuel Au-Yong-Oliveira & Cláudia Miranda Veloso & Bruno Barbosa Sousa, 2023. "“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda," Administrative Sciences, MDPI, vol. 13(11), pages 1-19, November.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:11:p:234-:d:1272064
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    References listed on IDEAS

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    1. Coulter, Robin A & Price, Linda L & Feick, Lawrence, 2003. "Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 151-169, September.
    2. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Zeineb Farhat & Damien Chaney, 2021. "Introducing destination brand hate: an exploratory study," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(17), pages 2472-2488, September.
    4. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    5. Douglas Bryson & Glyn Atwal, 2019. "Brand hate: the case of Starbucks in France," Post-Print hal-02430877, HAL.
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