Purpose\ud – This study aims to investigate the nature of brand hate, its antecedents and its outcomes.\ud \ud Design/methodology/approach\ud – The authors conduct two quantitative studies in Europe. In Study 1, a measure of brand hate is developed and its effects are tested on behavioral outcomes. In Study 2, the authors show how brand hate and its behavioral outcomes change depending on the reasons for brand hate.\ud \ud Findings\ud – The study conceptualizes brand hate as a constellation of negative emotions which is significantly associated with different negative behavioral outcomes, including complaining, negative WOM, protest and patronage reduction/cessation. Reasons for brand hate related to corporate wrongdoings and violation of expectations are associated with “attack-like” and “approach-like” strategies, whereas reasons related to taste systems are associated with “avoidance-like” strategies.\ud \ud Research limitations/implications\ud – The study views brand hate as an affective phenomenon occurring at a point in time. Researchers could adopt a wider perspective by looking at the phenomenon of hate as a disposition/sentiment, not merely as an emotion. They could also adopt a longitudinal perspective to understand how brand hate develops over time and relate it to brand love.\ud \ud Practical implications\ud – The authors’ conceptualization of brand hate offers insights to companies about how to resist and prevent brand hate for one’s own brand.\ud \ud Originality/value\ud – The study provides a first conceptualization of brand hate and develops a scale for measuring it. The authors relate this conceptualization and measurement of brand hate to important behavioral outcomes and different types of antecedents

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Although a lot of research establishes consumer reactions to corporate social responsibility (CSR), little is known about the theoretical mechanisms for these reactions. We conduct a field experiment with adult consumers to test the hypothesis that the effects of perceived CSR on consumer reactions are mediated by felt gratitude and moderated by the magnitude of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive things about the company, and (2) participate in advocacy actions benefiting the company

Recent research has started to show the key role of daily food provision practices in affecting household food waste. Building on and extending these previous contributions, the objective of this paper is to investigate how individuals' everyday practices regarding food (e.g., shopping, cooking, eating, etc.) lead to food waste, and how policy makers and the food industry can implement effective strategies to influence such practices and ultimately help consumers reduce food waste. The research performs three Studies; a critical incident qualitative study (Study 1; N = 514) and a quantitative, survey-based study (Study 2; N = 456) to identify and examine relevant food management behaviors associated with domestic waste. Lastly, findings from a field experiment (Study 3; N = 210) suggest that a specific educational intervention, directed at increasing consumers' perceived skills related to food preparation planning behaviors, reduces domestic food waste. Implications of the research for policy makers and the food industry are discussed.