...Mohamed Assoud; Lahoucine Berbou; Luis Sérgio Vieira Purpose This study aims to investigate brand hate semiotics among Muslim and Arabic-speaking consumers during the 2023 war on Gaza, exploring traits associated with hated and boycotted brands within a sociopolitical context. Design...

...Soheyla Salimian; Seyed Mehdi Mirmehdi; Reza Salehzadeh; Saeed Moraadipoor Purpose The purpose of this study is to investigate the impact of brand hate, personality traits (jealousy and sadism) and corporate social irresponsibility (CSI) on schadenfreude and the effects of brand hate, CSI...

...Uzma Noor; Mahnaz Mansoor; Sajeela Rabbani Purpose This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation...

...Zazli Lily Wisker Purpose This study aims to explore how consumers process and respond to fake news on halal food in a Muslim-majority country. The study hypothesises that fake news that violates one’s moral code could induce anger resulting in brand hate. Religiosity plays a role as a moderating...