“…Consumers are speaking up more than ever and want to voice a variety of concerns affecting the environment, society, and themselves (Sarkar and Kotler, 2018). (Rai et al, 2022) identified six experiences of brand hate that are namely, 'Consumer disenchantment', 'Consumer recognition', 'Societal-corporate disparage', 'Indigent corporate philanthropy', 'Unviable practices', and 'Delinquency'. Brand hate leads to brand switching, brand retaliation, brand revenge, negative word of mouth, and protest, public and private complaints (Gregoire et al, 2009).…”