Consumer - brand relationship: A brand hate perspective

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.