Conceptualization of factors affecting consumer brand hatred: An exploratory study

A literature review of brand bravery, brand activism, and sustainable branding as contemporary branding strategies: The Social Marketing new era

“…Today's consumers have access to a wealth of information about brands and their practices. They can quickly expose brands that fail to live up to their sustainability claims, leading to potential reputational damage (Hong & Li, 2021;Rai et al, 2023). Moreover, governments and regulators around the world are introducing stricter sustainability standards, making it essential for brands to incorporate sustainable practices into their operations.…”

“…A strong sustainable brand can drive customer loyalty, differentiate from competitors, and future-proof the business against regulatory changes and resource shortages. As sustainability continues to rise up the global agenda, sustainable branding will likely become not just an optional strategy, but a business imperative (Milfeld et al, 2022;Rai et al, 2023).…”

Brand Hatred: a Literature Review and Research Agenda

“…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).…”