...Amélia Brandão; Paolo Popoli; Beatriz Reis Silva Purpose This study aims to analyse the impact of different types of brand hate on consumer-based brand equity (CBBE), with particular reference to the Millennial generation. Design/methodology/approach A quantitative study was conducted...

.... Brand hate Emotional intelligence Brand forgiveness Consumer psychology Emotions serve as a motivator for all human actions (Fonberg, 1986). Consumers' emotions toward brands are diverse. Some customers experience positive emotions such as love, while others experience negative emotions like...