Document Type

Article

Publication Date

2017

Abstract

Purpose: The purpose of this paper is to explore and discuss the concept of brand hate. We present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.

Design/methodology/approach: A survey design using cross-sectional primary data from 224 German consumers was employed. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.

Findings: Findings show brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioural outcomes (brand avoidance, negative word of mouth, brand retaliation).

Originality/value: This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

Publication Title

Journal of Product & Brand Management

DOI

10.1108/JPBM-01-2016-1070

Included in

Business Commons

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