The main purposes of this study are identification, modeling and ranking of factors influencing the brand hate.  To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 st...

This study analyses the relationships of antecedents “extreme negative affect” toward luxury brands. The results show that first-order predictors brand hate were stereotypes people who use brand, consumer dissatisfaction with and word-of-mouth. following three strategic approaches: (a) proactive, (b) neutral, (c) reactive can be considered as a template to address causes implications hate.

• Examines dark side of customer-brand relationship through Stimulus-Organism-Response (SOR) framework. Stimuli (dissatisfaction, negative word mouth, and advertisement overload) are positively associated with brand betrayal hate. Internal states (betrayal hate) coping responses avoidance retaliation. Brand love moderates the association overload safety hygiene grievances betrayal. The literatu...

This study aims to determine the antecedents of brand patronage reduction as a consequence hate, demonstrating mediating effect avoidance on passive/flight consequences showing their impact firm's equity. A survey was carried out with sample 307 consumers mobile phone operators. The structural model analysed using SmartPLS3. results demonstrated that hate is significantly relevant in its and ex...

Only recently, research has identified and conceptualized the new phenomenon of consumer brand sabotage where consumers have the dominant motive to harm a brand. Despite its high damage potential, the process by which CBS affects other consumers and damages the brand has not yet been examined. Furthermore, prior research has found a buffering and love-becomes-hate effect of consumer-brand relat...

Purpose This paper aims to investigate whether brand anthropomorphism has a direct impact on hate and what are the prevailing factors that play significant role in this relationship. Design/methodology/approach study provides insights phenomenon negative consumer–brand relationships context of social media-based anti-brand communities. Using quantitative analysis data gathered from an online su...

Don’t you just hate it when some marketing guy labels something as “ultimate”? Well, I’ve found something that really should be labeled as “ultimate”. It’s General Dynamics (GD) Itronix’ brand-new DynaVue outdoor-readable touch-screen display technology. The American Heritage Dictionary defines “ultimate” as “representing or exhibiting the greatest possible development or sophistication”, and t...