Abstract
PurposeThe purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.Design/methodology/approachA survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.FindingsFindings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation).Originality/valueThis paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.
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