...-analysis spotlights negative past experiences at the consumer level and unethical brand practices at the firm level as salient precursors to brand hate. In the aftermath of brand hate, consumers are galvanized into many anti-brand behaviors, notably negative word-of-mouth ( WOM ), brand avoidance, consumer...

... on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth. Findings The results showed...

... the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article...

...Anni Rahimah; Huu Phuc Dang; Tessa Tien Nguyen; Julian Ming-Sung Cheng; Andriani Kusumawati Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching...

...Dorothea Sekyiwa Otoo; Raphael Odoom; Stephen Mahama Braimah Purpose This paper aims to examine the drivers of service brand avoidance in business-to-business relationships within an emerging economy setting. Design/methodology/approach This study used an explanatory research design...

... on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols. Design/methodology/approach The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial...

..., symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation). Originality/value This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful...

...Anne Rindell; Tore Strandvik; Kristoffer Wilén Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach...

...Dr Stuart Roper, Dr Leonor Vacas de Carvalho, Dr Francisco Guzman; Tore Strandvik; Anne Rindell; Kristoffer Wilén Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical...