The Antecedents and Consequences of Brand Hate: A Review of Current Literature

Abstract

Extant studies have emphasized the need for further research into brand hate. Most recent studies have stressed on either the determinants or the outcomes of negative emotions but fallen short of presenting a study that comprehensively consider both. The purpose of this research is however to undertake a conceptual study by reviewing comprehensively, hundred current literature on the antecedents and consequences of brand hate, as well as the implications on both scholarship and practice whilst future research opportunities are identified. The study finds out that the antecedents of brand hate drive the consequences of brand hate. The researcher proposes a conceptual framework for brand hate and also identifies that the construct is a grey area that needs research attention. This conceptual paper contributes to extant knowledge by theoretically identifying the factors that trigger brand hate and its consequences, by drawing on the theory of stimulus-organism-response as well as practically demonstrating that the feelings and activities of consumers who exhibit hatred towards brands have negative consequences on companies.