Brand hate: A systematic literature review and future research agenda

Abstract

With the upsurge in academia’s interest in understanding the feeling of hatred toward brands in recent years, there is a need to consolidate the relevant literature. Through this study, the authors provide a systematic review of the extant literature on brand hate and shed light upon future research directions. The comprehensive review subsumes a rigorous analysis of peer‐reviewed articles using the stimulus‐organism‐response model to delineate the extant literature. This study also advances a conceptual framework to facilitate the understanding of consumers’ hatred for brands. Finally, the study utilizes theory, context, characteristics, method framework to outline future research agenda and offers valuable implications for practitioners.

You ruined our love story, but I just cannot hate you—A moderation–mediation analysis of past experienced brand love and brand hate

“…Brand hate conceptualization is rooted in psychology that examines consumers' emotions when experiencing brand hate (Aziz & Rahman, 2022;Yadav & Chakrabarti, 2022;Zarantonello et al, 2016).…”

Theory generation from literature reviews: A methodological guidance

“…This group of articles covers topics such as digital consumer behavior (Güngör & Çadırcı, 2022) and advertising (Moradi & Zihagh, 2022), the use of collaborative economy platforms (Ertz & Sarigöllü, 2022), and consumers' interactions with social robots (Blaurock et al, 2022). The fourth category includes six articles that cover Various Consumer Behavior Themes such as double deviation in services (Suresh & Chawla, 2022), opportunity cost (Haghpour et al, 2022), brand personality (Ghorbani et al, 2022) and brand hate behavior (Yadav & Chakrabarti, 2022), consumer collecting behavior (Lee et al, 2021) and neuroscience research in consumer behavior (Oliveira et al, 2022). Next, we briefly present the articles of the special issue based on the above categorization.…”

“…With the increase in academic interest in understanding brand hate in recent years, there is a need to synthesize the relevant literature. The following article titled “ Brand hate: A systematic literature review and future research agenda ” by Yadav and Chakrabarti (2022) aims to close this gap in the literature. The authors provide a thorough overview of the existing literature on brand hate and shed insight on future research avenues.…”

An investigation of celebrity brand hate influence in the arts marketing sector of Ghana

“…Within the psychological scholarship, hate has been grounded within two perspectives which comprise singular or multiple emotional instruments (see: Fehr and Russel, 1984; Sternberg, 2003; Yadav and Chakrabarti, 2022). It is elucidated as the compounded emotions of dissatisfaction and bad experience which churn into anger, retaliation, NWoM and avoidance (Bryson and Atwal, 2018; Curina et al , 2020; Hegner et al , 2017).…”