Iranian Products Brand Hate: Testing an Indigenous Conceptual Pattern of Causes and Consequences of Brand Hate

The aim of the present study is to test a conceptual model of the causes and consequences of Iranian products brand hate. Accordingly, the conceptual model consisting of these factors and consequences on Iranian goods and in the context of Iran was tested.

In this survey, the target population included all citizens of Mazandaran province and the sampling method was two-stage clustering. The sample size was 395 people, the data collection tool was questionnaire and the data analysis method was structural equation modeling with partial least squares approach using SmartPLS2.6 software.

According to the research results, brand hate is affected by marketing fraud, marketing mix failure and social irresponsibility. On the other hand, the assumptions about the effect of brand hate on negative word of mouth, support for the competitor and disconnection from the brand were confirmed.

Innovation: 

This study examines a pattern of causes and consequences of Iranian products brand hate which has not been tested before. The hypotheses of this study confirmed the generalizability of the model for Iranian consumers. Using the results of the present study, the concept of Iranian consumer brand hate can be carefully analyzed; what causes it, and what are the consequences if it gets worse. Also, in this study, the priorities and the relative importance of the factors affecting and affected by brand hate have been determined which could be very important in brand hate management due to the limitations of organizations.