Brand Hatred: a Literature Review and Research Agenda

Purpose: The objective of this paper was to study the past research in field brand hatred and propose a agenda for future. Theoretical framework: Theories on been studied. Duplex theory hate, hate as multidimensional construct, determinants self-congruity Brand due negative experience, self-image studied there is much investigate learn. Design/methodology/approach: Literature review foundation development extending depth knowledge Webster Watson (2002).We began by looking articles that contribute critical concepts hatred. We have focused what, where, why, How better (Callahan, 2014). Findings: managers must be proactive reduce retain customer. happens several reasons brands may lose customers its business if it does not take action against Future should done into how convert love. Research, Practical & Social implications: suggest future highlight areas points taken care mitigation Originality/value: results indicate phenomenon very brands. Academicians are showing interest number publication works increasing