Why do consumers hate brands? A conceptual paper of the determinants of brand hate
Why do consumers hate brands? A conceptual paper of the determinants of brand hate

Author(s): Jiaming Wu, Yao Qin, Fang Jia
Subject(s): Sociology of the arts, business, education, Marketing / Advertising, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: brand hate; negative past experience; negative brand-self relationship; negative socialself connection; brand distrust;
Summary/Abstract: Negative emotions can impact consumers’ purchase decisions. Company will face consequences such as consumer avoidance, the negative word of mouth, and brand boycotts from consumer’s negative sentiment if no actions have been taken out. Therefore, it is important for company to understand why consumers hate brands, and what factors will influence consumers’ brand hate. Base on the concept of brand hate, this research proposes that negative past experience, negative word of mouth, ideological incompatibility, negative brand-self relationship, and negative social self-connection may be the antecedents of brand hate. Further, we propose that brand distrust mediates above effects on brand hate. Our study sheds light on the antecedents and mediator variable of brand hate and offer important implications for brand managers.

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