...Rahila Aziz; Zillur Rahman Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH...

...–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall...

... the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism. Design/methodology/approach The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop...