... theory, this study examines customers’ emotional, attitudinal and behavioral responses to opportunistic product recalls, focusing on how anger, regret and brand hate mediate negative outcomes like protest behavior and revenge. Design/methodology/approach Data from 425 US car owners were analyzed...

...Wagner Junior Ladeira; Weng Marc Lim; Cláudio Hoffmann Sampaio; Fernando de Oliveira Santini; Tareq Rasul; Sabrina Helena Klein; Syed Hasan Jafar Purpose Diverse and fragmented insights mark the growing field of brand hate research, and thus, the goal of this study is to demystify the dynamics...

... 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand polarisation Polarising brands Brand relationship Polarisation Brand love Brand hate Brand promise Iconic brands Polarising brands attract both lovers and haters...

...Mohammad Osman Gani; Hiran Roy; Kifayat Nahiyan Rafi; Nik Mohd Hazrul Nik Hashim Purpose This study aims to investigate the interplay between brand hate, online brand avoidance and anti-brand activism among online brand communities (OBCs). It also examines the moderating role of ideological...

... (retaliation, complaining, loyalty, detachment and information seeking) to cope with inauthenticity. Anger leads consumers to be reactionary, disappointment to distance and anxiety to wait-and-see. Research limitations/implications This research extends the brand authenticity and brand hate literature...

... brands, thereby nullifying the protective effect identified in Study 1. The interaction between brand type and severity in value-related crises shows that, under low severity, participants are still willing to pay more for the activist brand’s products. All studies indicate no difference in brand hate...

...Álvaro Iranzo Barreira; Ines Kuster; Carla Ruiz Mafe Purpose The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver...

...Upasana Seth; Harmeen Soch Purpose This study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand...

...Abhishek Yadav Purpose This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also...

...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...

...Ashleigh Powell; Constantino Stavros; Angela Dobele Purpose Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word...

...) in consumers’ expectation violations and the impact of such violations on consumers’ satisfaction and responses to a brand (i.e. brand love and brand hate) were examined. Design/methodology/approach This study used a 2 (causal attribution: external/brand) × 2 (compensation: present/absent) × 2 (brand type...

...Oula Bayarassou; Imene Becheur; Pierre Valette-Florence Purpose This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand...

...Clarinda Rodrigues; Amélia Brandão; Paula Rodrigues Purpose This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand...

...Chun Zhang; Michel Laroche Purpose This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate. Design/methodology/approach Study 1 uses in-depth interviews and data triangulation. Studies 2-5 make use of quantitative...

... et al., 2016). Sergio Andrés Osuna Ramírez can be contacted at: sergio.osuna@eia.edu.co 28 03 2018 21 11 2018 22 11 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Polarization Brand love Brand hate Brand...

... brand equity Brand hate Brand as a person Since its inception, the Journal of Product and Brand Management (JPBM) has featured papers that advance the theoretical and managerial knowledge in the areas of product management and brand management. During the past 25 years, branding has...

...Sabrina M. Hegner; Marc Fetscherin; Marianne van Delzen Purpose The 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/approach...