LITERATURE REVIEW ON BRAND HATE

Abstract

In recent years, there has been a growing academic interest in understanding the sense of brand hate, so it is necessary to review the relevant literature. Brand hate is a relatively new concept in recent years and it will have an impact on consumer behavior. Brand hate is negative brand emotion, which is derived from Stergner's (2003) hate triangle theory. The existence of brand hate makes it imperative for marketing scholars to pay attention to the negative emotional factors of consumers. The main objectives of this study are as follows: (i) to discuss the definitions and dimensions of brand hatred by conducting a systematic review of the existing brand hatred literature; (ii) to summarize the importance of brand hatred and the factors that influence brand hatred from the literature, and; (iii) to summarize the previous studies on brand hatred. On this basis, valuable insights are provided to practitioners that brand managers must be proactive in reducing brand hate and retaining customers, and that brand managers risk losing customers and business if they do not take appropriate measures.