PurposeThe purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.Design/methodology/approachThis study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate.FindingsResults indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator.Originality/valueAntecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

student-university brand relationship is relatively KEYWORDS limited. Underpinned by social exchange theory, this study proposes student-university brand relationship formation that Strategic marketing;customer-brand relationship; comprises of utility (UV), hedonic (HV) and relational values (RV) as customer values; brand the antecedents, brand relationship quality (BRQ), as the mediator, relationship quality; brand and brand resonance (BR) as the consequence of CBR. With a set resonance; social exchange of usable data from 701 samples of Malaysian postgraduate theory; higher education students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student's psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university's brand relationship response.

Purpose Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This paper aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers’ trust and satisfaction of halal brands. Design/methodology/approach A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings The study finds a positive relationship of three antecedents of brand equity, which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust, but the relationship between halal brand trust and its equity could not be proved. Research limitations/implications This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia. Originality/value Islamic marketing has received great attention of researchers, academicians and practitioners that has rather been unexplored earlier particularly the relationships among antecedents of the equity, image and consumers’ trust and satisfaction of halal brands.

Brand relationship is anemerging phenomenon and companies are giving it a lot of importance. Islamic marketing is gaining grounds everywhere in the world and capturing a lot of attention in the countries where Muslims are in majority and even in minority. Present research aims to evaluate factors like brand experience, religiosity, price and role of halal literacy as a mediator to the brand relationship quality of halal food brands. Methodology: Survey research method has been conducted in Kuching and Kota Samarahan cities of Sarawak State, Malaysia. 270 respondents took part in this research. The partial least square method (PLS-SEM) has been used for data analysis. Findings: The findings of the research suggest that experiential value, price, and religiosity have effect on brand relationship quality of halal food brands. The role of halal literacy as a mediator has been found significant in respect of experiential value and religiosity, while it remained unchanged in determining the price. Research Limitation: The research has been conducted by applying cross sectional data method. The study is limited to the state of Sarawak, Malaysia and it concerns only the food products. Practical Implication: The findings of this research can be considered as a help by brand managers in formulating their marketing and business strategy. Originality/Value: This research endeavoured to explore the importance of religiosity in customerbrand relationship of halal food brands. Moreover, the concept of the mediation role of price transparency has been investigated for the first time. It indicates that this area has never been explored before in research.

It has been noted in the literature, service brand is considered to be one of the most discussed in the service industry. Because service is dominated by experience and credence attributes; therefore an extrinsic cue like brand may help to reduce customers' purchase risk and optimize their cognitive processing abilities towards the service. One of the emerging service brand concepts that used extensively by marketing reseachers is service brand equity. However, there is limited interest looking at the broader application of service brand equity concept across different service categories. This is important to provide service marketers with useful and broader managerial insights in order to establish greater brand managerial sophistication in marketing the services. Hence, the aim of this research is to determine the dimensions of a successful branding strategy of services, to note each specific service sectors requirement, and its differences. The survey method is used in this study. The findings showed that different service category such as health service, retail, hotel and banking in Malaysia posited different dimension of service brand equity. This tends to suggest that, although service brand equity concept provides a significant description of how to brand a service; different services require different approach of branding process. Thus, this may help brand managers to prioritize and allocate which brand equity dimensions is suitable for their service. The principal contribution of the study is that it provides evidence for the validity of service brand equity used in various service contexts.