Brand Hate: Analysis of Determinants and Outcomes of Brand Hate

Consumers have different emotional relations with brands. While some may love brands, some may be indifferent or even some may hate them. Brand hate defined as a strong emotional component in attitude towards a Brand. In branding literature, consumer’s positive feelings toward brands have been studied repeatedly, but researchers hardly studied negative feelings toward brands. Accordingly, the purpose of this paper is to investigate determinants and outcomes of brand hate. In this survey, the target population includes all residents of Tehran and sampling method was two-stage cluster sample. Data collection tool was questionnaire and data analyzed using structural equation modeling by LISREL8.80 software. According to the results, past negative experience and ideological conflict will lead to brand hate. While the assumption that iconic conflict leads to brand hate was rejected. On The other hand, it has been confirmed that hatred leads to avoiding brand, reduce/stop support, negative word of mouth, complaint and brand revenge.