“…Negative consumer emotions toward a brand, such as disregard, dislike, loath, and hate ( Sampedro, 2017 ), and disliking and hate ( Delzen, 2014 ), can vary in intensity. Kucuk (2019a) identifies three levels of brand hate: cold brand hate, cool brand hate, and hot brand hate and stated that these are the most intense level of negative feelings that a consumer experiences about a brand ( Romani et al, 2012 ; Bryson et al, 2013 ; Abid and Khattak, 2017 ; Sarkar and Sarkar, 2017 ; Sampedro, 2017 ). Sternberg (2003) discussed hate in terms of three dimensions, repulsion and disgust, anger and fear, and devaluation through contempt.…”