Brand hate - A systematic review using the Prisma framework
Keywords
DOI:
https://doi.org/10.46223/HCMCOUJS.econ.vi.21.4.4788.2026Abstract
While most research on brand-consumer relationships has traditionally focused on positive emotions, brand hate is gaining scholarly attention as a powerful negative emotion. However, the current literature remains fragmented and lacks theoretical coherence. This study conducts a systematic review following the PRISMA framework, analyzing 129 articles published between 2008 and 2025, to synthesize and restructure knowledge on brand hate using the ADO model. The findings reveal that brand hate originates from three main groups of antecedents: negative experiences, brand-related attributes, and negative brand-consumer interactions. These factors give rise to brand hate as an emotional response, which, in turn, leads to various negative behaviors, such as brand avoidance, revenge, negative word of mouth, and loss of trust. The study contributes to strengthening the theoretical foundation of brand hatred. It suggests future research directions, including integrating the theoretical model, developing the brand hate scale, expanding the antecedent and consequent factors, and examining the multinational cultural context.Downloads
References
Abbasi, A. Z., Fayyaz, M. S., Ting, D. H., Munir, M., Bashir, S., & Zhang, C. (2023). The moderating role of complaint handling on brand hate in the cancel culture. Asia-Pacific Journal of Business Administration, 15(1), 46-71. https://doi.org/10.1108/APJBA-06-2021-0246
Abid, R., & Khattak, A. (2017). Brand avoidance motivators stimulate to brand equity in the mediating role of brand hate: A case of smartphone industry of Pakistan. Journal of Accounting and Marketing, 6(3), Article 250.
Ahmed, S., & Hashim, S. (2018). The moderating effect of brand recovery on brand hate and desire for reconciliation: A PLS-MGA approach. International Journal of Business and Society, 19(3), 833-850.
Akrout, H., & Mrad, M. (2023). Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation. Journal of Business Research, 154(C), Article 113289.
Ali, S., Attiq, S., & Talib, N. (2020). Antecedents of brand hate: Mediating role of customer dissatisfaction and moderating role of narcissism. Pakistan Journal of Commerce and Social Sciences (PJCSS), 14(3), 603-628.
Ambika, A., Shin, H., & Jain, V. (2025). Immersive technologies and consumer behavior: A systematic review of two decades of research. Australian Journal of Management, 50(1), 55-79. https://doi.org/10.1177/03128962231181429
Attiq, S., Hamid, A. B. A., Shah, H. J., Khokhar, M. N., & Shahzad, A. (2022). Impact of brand hate on consumer well-being for technology products through the lens of stimulus organism response approach. Frontiers in Psychology, 13, Article 946362. https://doi.org/10.3389/fpsyg.2022.946362
Attiq, S., Hasni, M. J. S., & Zhang, C. (2023). Antecedents and consequences of brand hate: A study of Pakistan’s telecommunication industry. Journal of Consumer Marketing, 40(1), 1-14. https://doi.org/10.37385/ijedr.v4i3.2386
Atwal, G., Bryson, D., & Kaiser, M. (2022). The chopsticks debacle: How brand hate flattened Dolce and Gabbana in China. Journal of Business Strategy, 43(1), 37-43. https://doi.org/10.1108/JBS-07-2020-0160
Aziz, R., & Rahman, Z. (2022). Brand hate: A literature review and future research agenda. European Journal of Marketing, 56(7), 2014-2051.
Barreira, Á. I., Kuster, I., & Mafe, C. R. (2024). Inward negative emotions and brand hate in users of snow-sports’ brands. Journal of Product and Brand Management, 33(6), 745-760.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
Bayarassou, O., Becheur, I., & Valette-Florence, P. (2021). “Fight or flight”: Coping responses to brand hate. Journal of Product and Brand Management, 30(3), 492-511.
Bayarassou, O., Becheur, I., & Valette-Florence, P. (2024). Who hates your brand? An analysis of consumer brand hater typology. Asia Pacific Journal of Marketing and Logistics, 37(7), 2007-2026
Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product and Brand Management, 22(5-6), 371-383.
Beermann, S., Hallmann, K., Dickson, G., & Naylor, M. E. (2024). The national rugby league and the Bundesliga: A study of brand hate. International Journal of Sports Marketing and Sponsorship, 25(4), 950-969.
Brandão, A., & Popoli, P. (2022). “I’m hatin’it”! Negative consumer-brand relationships in online anti-brand communities. European Journal of Marketing, 56(2), 622-650. https://doi.org/10.1108/EJM-03-2020-0214
Brandão, A., & Popoli, P. (2023). “I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities. European Business Review, 35(3), 444-466.
Bryson, D., & Atwal, G. (2019). Brand hate: The case of Starbucks in France. British Food Journal, 121(1), 172-182.
Bryson, D., Atwal, G., & Hultén, P. (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research: An International Journal, 16(4), 393-405. https://doi.org/10.1108/QMR-06-2013-0043
Burgoon, J. K. (1993). Interpersonal expectations, expectancy violations, and emotional communication. Journal of Language and Social Psychology, 12(1-2), 30-48.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Chhabda, P. K., & Sandilya, R. (2024). Analysis of dark side analysis of brand and brand hate. Journal of Lifestyle and SDGs Review, 4(4), e03563-e03563. https://doi.org/10.47172/2965-730X.SDGsReview.v4.n04.pe03563
Costa, C., & Azevedo, A. (2024). Antecedents and consequences of the “cancel culture” firestorm journey for brands: Is there a possibility for forgiveness? Journal of Marketing Management, 40(3-4), 289-312. https://doi.org/10.1080/0267257X.2023.2266465
Curina, I., Francioni, B., Cioppi, M., & Savelli, E. (2019). Traits and peculiarities of different brand hate behaviours. Journal of Strategic Marketing, 29(3), 227-246.
Curina, I., Francioni, B., Hegner, S. M., & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services, 54(C), Article 102031.
Deonna, J. A., & Teroni, F. (2015). Emotions as attitudes. Dialectica, 69(3), 293-311.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2020). Brand negativity: A relational perspective on anti-brand community participation. European Journal of Marketing, 54(7), 1761-1785.
Do, B. N., Nguyen, T. T., Nguyen, N. T. Q., Phung, M. L., & Nguyen, N. N. Y. (2024). How anti-brand activism generated from negative online word of mouth on customer-run communities: The Moderating role of physical discomfort. International Journal of Electronic Commerce Studies, 15(3), 59-83.
Do, N. H., Do, B. N., Nguyen, M. T., & Nguyen, M. H. (2024). Anti-brand activism in the collectivist orientation: The case of online-consumers-run communities. Journal of Promotion Management, 30(5), 811-841. https://doi.org/10.1080/10496491.2024.2318665
Dos Santos, P. M., Bairrada, C. M., & de Matos Coelho, A. F. (2023). How harmful brand hate can be: The moderating role of neuroticism and extraversion. Scientific Annals of Economics and Business, 70(4), 603-628.
Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2023). The effect of negative past experiences, poor relationship quality and rumor on brand hate: A research on fast food industry. Istanbul Business Research, 52(2), 279-300.
Farhat, Z., & Chaney, D. (2021). Introducing destination brand hate: An exploratory study. Current Issues in Tourism, 24(17), 2472-2488.
Farhat, Z., & Chaney, D. (2024). A dynamic and comprehensive analysis of the trajectories of destination brand hate following a negative experience. Journal of Travel and Tourism Marketing, 41(2), 208-220. https://doi.org/10.1080/10548408.2024.2309543
Farhat, Z., Zouari, A., & Khemakhem, R. (2025). Investigating brand hate towards smartphone brands: Tunisian consumer perspectives. Corporate Reputation Review, 1-21.
Ferreira, A. G., & Coelho, F. J. (2015). Product involvement, price perceptions, and brand loyalty. Journal of Product and Brand Management, 24(4), 349-364. https://doi.org/10.1108/JPBM-06-2014-0623
Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal of Business Research, 101(C), 116-127. https://doi.org/10.1016/j.jbusres.2019.04.017
Fetscherin, M., Guzman, F., Veloutsou, C., & Cayolla, R. R. (2019). Latest research on brand relationships: Introduction to the special issue. Journal of Product and Brand Management, 28(2), 133-139.
Fetscherin, M., Ruzzier, M. K., Ivanov, S., & Ruzzier, M. (2023). Brand hate internationally: A validation study from Slovenia. Journal of International Consumer Marketing, 35(4), 436-447.
Foscht, T., Maloles III, C., Swoboda, B., Morschett, D., & Sinha, I. (2008). The impact of culture on brand perceptions: A six‐nation study. Journal of Product and Brand Management, 17(3), 131-142.
Gois, A. M., Moura, L. R. C., Filho, C. G., & Chinelato, F. B. (2023). Hate towards brands of educational institutions: She hates for ideology, and he hates for previous experiences. Journal of Applied Research in Higher Education, 15(2), 303-323. https://doi.org/10.1108/JARHE-04-2021-0158
Grégoire, Y., Ghadami, F., Laporte, S., Sénécal, S., & Larocque, D. (2018). How can firms stop customer revenge? The effects of direct and indirect revenge on post-complaint responses. Journal of the Academy of Marketing Science, 46(6), 1052-1071.
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18-32.
Haase, J., Wiedmann, K. P., & Labenz, F. (2022). Brand hate, rage, anger and co.: Exploring the relevance and characteristics of negative consumer emotions toward brands. Journal of Business Research, 152(C), 1-16. https://doi.org/10.1016/j.jbusres.2022.07.036
Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast-food industry. Spanish Journal of Marketing-ESIC, 23(2), 227-248.
Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26(1), 13-25. https://doi.org/10.1108/JPBM-01-2016-1070
Huber, F., Meyer, F., & Schmid, D. A. (2015). Brand love in progress-the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product and Brand Management, 24(6), 567-579. https://doi.org/10.1108/JPBM-08-2014-0682
Husnain, M., Syed, F., Hussain, K., Zhang, Q., Usman, M., & Javed, M. (2023). Explaining the mechanism of brand hate: A mixed-method investigation using moderated mediation in emerging markets. Kybernetes, 52(10), 3857-3877.
Husnain, M., Wang, Z., Poulova, P., Syed, F., Akbar, A., Akhtar, M. W., Akbar, M. & Usman, M. (2021). Exploring brand hate and the association between similar competitor offer and brand equity: A moderated-mediation model. Frontiers in Psychology, 11, Article 533216.
Husnain, M., Zhang, Q., Usman, M., Hayat, K., Shahzad, K., & Akhtar, M. W. (2025). How Chatbot negative experiences damage consumer-brand relationships in hospitality and tourism? A mixed-method examination. International Journal of Hospitality Management, 126, Article 104076. https://doi.org/10.1016/j.ijhm.2024.104076
Ibrahim Nnindini, S., & Dankwah, J. B. (2024). Describing brown as green, an examination of the relationship between greenwashing and consumer negative emotive outcomes. Cogent Business & Management, 11(1), Article 2367781
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277-285.
Islam, S., Rokonuzzaman, M., Iyer, P., & Pasha, S. H. A. (2025). Examining the effects of ideological incompatibility on negative word-of-mouth for service brands. Journal of Brand Management, 1-17. https://doi.org/10.1057/s41262-025-00377-0
Islam, T., Attiq, S., Hameed, Z., Khokhar, M. N., & Sheikh, Z. (2019). The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-congruity theory. British Food Journal, 121(1), 71-88. https://doi.org/10.1108/BFJ-03-2018-0206
Itani, O. S. (2020). “Us” to co-create value and hate “them”: Examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism. European Journal of Marketing, 55(4), 1023-1066.
Jabeen, F., Kaur, P., Talwar, S., Malodia, S., & Dhir, A. (2022). I love you, but you let me down! How hate and retaliation damage customer brand relationship. Technological Forecasting and Social Change, 174, Article 121183.
Jain, K., & Sharma, I. (2019). Negative outcomes of positive brand relationships. Journal of Consumer Marketing, 36(7), 986-1002.
Japutra, A., Roy, S. K., & Pham, A. N. T. (2021). Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection. Journal of Retailing and Consumer Services, 60(C), Article 102465.
Kamboj, S., & Sharma, M. (2023). Dark side of consumer-brand relationships: A brand hate perspective in anti-brand social media communities. Journal of Global Marketing, 36(4), 245-267.
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527-537. https://doi.org/10.1108/JPBM-03-2015-0834
Kaufmann, H. R., Loureiro, S. M. C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product and Brand Management, 25(6), 516-526. https://doi.org/10.1108/JPBM-06-2015-0919
Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119-1126. https://doi.org/10.1016/j.jbusres.2008.09.003
Kucuk, S. U. (2008). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3), 209-222. https://doi.org/10.1057/palgrave.bm.2550100
Kucuk, S. U. (2010). Negative double jeopardy revisited: A longitudinal analysis. Journal of Brand Management, 18(2), 150-158. https://doi.org/10.1057/bm.2010.27
Kucuk, S. U. (2015). A semiotic analysis of consumer-generated antibranding. Marketing Theory, 15(2), 243-264.
Kucuk, S. U. (2016). Legality of brand hate. In Brand hate: Navigating consumer negativity in the digital world (pp. 93-124). Springer International Publishing.
Kucuk, S. U. (2018). Brand hate: Navigating consumer negativity in the digital world. Springer International Publishing.
Kucuk, S. U. (2019). Consumer brand hate: Steam rolling whatever I see. Psychol Mark, 36(5), 431-443. https://doi.org/10.1002/mar.21175
Kucuk, S. U. (2020). Reverse (brand) anthropomorphism: the case of brand hitlerization. Journal of Consumer Marketing, 37(6), 651-659.
Kucuk, S. U., & Aledin, S. A. (2022). Brand bullying: From stressing to expressing. Qualitative Market Research:An International Journal, 25(1), 60-79. https://doi.org/10.1108/QMR-02-2021-0018
Kurtoğlu, R., Özbölük, T., & Altın, B. (2024). When brand cynicism turns into brand hate: The mediating role of brand hate on the relationship between brand cynicism and negative WOM. Journal of Brand Management, 32(1), 65-78.
Kurtoğlu, R., Özbölük, T., & Hacıhasanoğlu, P. (2022). Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM. Journal of Brand Management, 29(2), 1-13.
Lazarus, R. S. (1991). “Emotion and adaptation”. In L. A. Pervin (Ed.), Handbook of personality: Theory and research (pp. 609-637). Guilford.
Liberati, A., Altman, D. G., Tetzlaff, J., Mulrow, C., Gøtzsche, P. C., Ioannidis, J. P., & Moher, D. (2009). The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate healthcare interventions: Explanation and elaboration. Journal of Clinical Epidemiology, 62(10), e1-34. https://doi.org/10.1136/bmj.b2700
Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2021). A comprehensive model of brand love/hate. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 103-118.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Mesquita, E., Lopes, E. L., & Herrero, E. (2022). What if a person gets the vaccine and turns into an alligator? A study of the effect of ideological polarization on purchase intention. BBR. Brazilian Business Review, 19(5), 565-583. https://doi.org/10.15728/bbr.2022.19.5.6.en
Mohammed, I., Preko, A., Ameyibor, L. E. K., Feglo, M., & Agbemabiese, G. C. (2022). An investigation of celebrity brand hate influence in the arts marketing sector of Ghana. Arts and the Market, 12(3), 215-230.
Moher, D., Hopewell, S., Schulz, K. F., Montori, V., Gøtzsche, P. C., Devereaux, P. J., Elbourne, D., Egger, M., & Altman, D. G. (2010). CONSORT 2010 explanation and elaboration: Updated guidelines for reporting parallel group randomised trials. Journal of Clinical Epidemiology, 63(8), e1-37. https://doi.org/10.1136/bmj.c869
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & PRISMA Group*, T. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. Annals of Internal Medicine, 151(4), 264-269. https://doi.org/10.1136/bmj.b2535
Mushtaq, F. M., Ghazali, E. M., & Hamzah, Z. L. (2024). Brand hate: A systematic literature review and future perspectives. Management Review Quarterly, 75(2), 1077-1110.
Mushtaq, F. M., Hamzah, Z. L. B., & Ghazali, E. B. M. (2025). Moderating role of perceived justice between employee incivility and consequences of brand hate. Journal of Asia Business Studies, 19(1), 204-230.
Nnindini, S. I., & Dankwah, J. B. (2024). Describing brown as green: An examination of the relationship between greenwashing and consumer negative emotive outcomes. Cogent Business & Management, 11(1), Article 2367781.
Noor, U., Mansoor, M., & Rabbani, S. (2022). Brand hate and retaliation in Muslim consumers: Does offensive advertising matter? Journal of Islamic Marketing, 13(6), 1395-1413. https://doi.org/10.1108/JIMA-10-2020-0316
Odoom, R., Kosiba, J. P. B., & Odoom, P. T. (2024). Brand hate experiences and the role of social media influencers in altering consumer emotions. Journal of Brand Management, 31(5), 529-542.
Pantano, E. (2021). When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate. Journal of Business Research, 123, 117-125.
Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-Aversion (AA) model of customer-brand relationships. Journal of Consumer Psychology, 23(2), 229-248.
Paul, J., & Benito, G. R. (2018). A review of research on outward foreign direct investment from emerging countries, including China: What do we know, how do we know and where should we be heading? Asia Pacific Business Review, 24(1), 90-115. https://doi.org/10.1080/13602381.2017.1357316
Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), Article 101717. https://doi.org/10.1016/j.ibusrev.2020.101717Getrightsandcontent
Paul, J., Khatri, P., & Duggal, H. K. (2024). Frameworks for developing impactful systematic literature reviews and theory building: What, why and how? Journal of Decision Systems, 33(4), 537-550. https://doi.org/10.1080/12460125.2023.2197700
Pinto, O., & Brandão, A. (2021). Antecedents and consequences of brand hate: Empirical evidence from the telecommunication industry. European Journal of Management and Business Economics, 30(1), 18-35. https://doi.org/10.1108/EJMBE-04-2020-0084
Powell, A., Stavros, C., & Dobele, A. (2022). Transmission of negative brand-relevant content on social media. Journal of Product and Brand Management, 31(4), 671-687. https://doi.org/10.1108/JPBM-12-2020-3258
Ramírez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2019). I hate what you love: Brand polarization and negativity towards brands as an opportunity for brand management. Journal of Product and Brand Management, 28(5), 614-632.
Ramírez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2024). On the antipodes of love and hate: The conception and measurement of brand polarization. Journal of Business Research, 179(C), Article 114687. https://doi.org/10.1016/j.jbusres.2024.114687
Rasouli, N., Rasoolimanesh, S. M., Alimohammadirokni, M., & Momayez, A. (2025). The effect of perceived brand betrayal on brand hate, avoidance-like and attack-like strategies: A comparative study of customers with/without past negative experiences. International Journal of Hospitality Management, 126, Article 104056. https://doi.org/10.1016/j.ijhm.2024.104056
Rasouli, N., Rasoolimanesh, S. M., Rahmani, A. K., Momayez, A., & Torabi, M. A. (2022). Effects of customer forgiveness on brand betrayal and brand hate in restaurant service failures: Does apology letter matter? Journal of Hospitality Marketing and Management, 31(6), 662-687. https://doi.org/10.1080/19368623.2022.2043800
Rempel, J. K., & Burris, C. T. (2005). Let me count the ways: An integrative theory of love and hate. Personal Relationships, 12(2), 297-313.
Ren, C., Moisieiev, D., Rodrigo, P., & Johnson, E. (2024). Hot and cold: How do consumers hate and forgive offending charity brands? Journal of Philanthropy and Marketing, 29(3), e1875.
Rodrigues, P., Sousa, A., & Borges, A. P. (2024). Do you love me, or do you hate me? Bad communication’s effect on low-cost airline brand. Journal of Creative Communications, 20(2), 188-208.
Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management, 22(8), 658-672. https://doi.org/10.1057/bm.2015.38
Roozbahani, E., Salehzadeh, R., & Mirmehdi, S. M. (2022). Evaluating the effects of corporate social irresponsibility on brand hate and its behavioural outcomes. International Journal of Business Governance and Ethics, 16(2), 158-175. https://doi.org/10.1504/IJBGE.2022.121919
Roy, S. K., Sharma, A., Bose, S., & Singh, G. (2022). Consumer-brand relationship: A brand hate perspective. Journal of Business Research, 144, 1293-1304.
Saini, A., Kashif, M., & Platania, S. (2023). Temporary love: A love-hate transition among luxury fashion consumers in a mediation of brand jealousy and moderation of value-expressiveness. Journal of Global Scholars of Marketing Science, 33(4), 513-535. https://doi.org/10.1080/21639159.2023.2209104
Sajid, M., Zakkariya, K. A., Suki, N. M., & Islam, J. U. (2024). When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth. Journal of Retailing and Consumer Services, 78(1), Article 103773. https://doi.org/10.1016/j.jretconser.2024.103773
Sameeni, M. S., Qadeer, F., Ahmad, W., & Filieri, R. (2024). An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter? Journal of Business Research, 173(5), Article 114469. https://doi.org/10.1016/j.jbusres.2023.114469
Santos, C., Coelho, A., & Marques, A. (2024). The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk. Asia-Pacific Journal of Business Administration, 16(3), 655-676.
Sarkar, A., Sarkar, J. G., & Sreejesh, S (2021). Managing customers’ undesirable responses towards hospitality service brands during service failure: The moderating role of other customer perception. International Journal of Hospitality Management, 94(4), Article 102873.
Sarkar, A., Sarkar, J. G., Sreejesh, S., Anusree, M. R., & Rishi, B. (2020). You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate. Journal of Brand Management, 27, 93-107. https://doi.org/10.1057/s41262-019-00164-8
Scherer, K. R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695-729. https://doi.org/10.1037/10930-002
Scherer, K. R. (2009). The dynamic architecture of emotion: Evidence for the component process model. Cognition and Emotion, 23(7), 1307-1351.
Shao, Z., Ho, J. S. Y., Tan, G. W. H., Ooi, K. B., Sarker, P., & Dwivedi, Y. K. (2024). How celebrity attributes damage customer–brand relationship in live streaming commerce: A dark side. Journal of Brand Management, 31(6), 593-615. https://doi.org/10.1057/s41262-024-00362-z
Sharma, I., Jain, K., & Behl, A. (2022). Motives of the self and brand hate. Journal of Consumer Marketing, 39(7), 708-725.
Shuv-Ami, A., Toder Alon, A., Loureiro, S. M. C., & Kaufmann, H. R. (2020). A new love–hate scale for sports fans. International Journal of Sports Marketing and Sponsorship, 21(3), 543-560.
Sirgy, M. J., & Danes, J. E. (1982). Self-image/product-image congruence models: Testing selected models. Advances in Consumer Research, 9(1).
Sternberg, R. J. (2003). A duplex theory of hate: Development and application to terrorism, massacres, and genocide. Review of General Psychology, 7(3), 299-328. https://doi.org/10.1037/1089-2680.7.3.299
Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13, 65-93.
Taqi, M., Bagozzi, R. P., Tuğrul, T., & Yaprak, A. (2024). The phenomenon of brand hate: A systematic literature review. Journal of Marketing Theory and Practice, 33(1), 1-28.
Thomas, A., & Gupta, V. (2022). Tacit knowledge in organizations: Bibliometrics and a framework-based systematic review of antecedents, outcomes, theories, methods and future directions. Journal of Knowledge Management, 26(4), 1014-1041. https://doi.org/10.1108/JKM-01-2021-0026
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product and Brand Management, 21(3), 176-182.
Tolunay, A., & Veloutsou, C. (2025). Don’t make me hate you, my love! Perceived brand betrayal and the love-becomes-hate phenomenon. Journal of Business Research, 187(C), Article 115060. https://doi.org/10.1016/j.jbusres.2024.115060
Walter, C. E., Vale, V. T., Au-Yong-Oliveira, M., Veloso, C. M., & Sousa, B. B. (2023). “The dark side of the brand” and brand hate: A review and future research agenda. Administrative Sciences, 13(11), Article 234.
Wang, C. C., Chang, S. C., & Chen, P. Y. (2021). The brand sustainability obstacle: Viewpoint incompatibility and consumer boycott. Sustainability, 13(9), Article 5174. https://doi.org/10.3390/su13095174
Weiss, H. M., & Cropanzano, R. (1996). Affective events theory. Research in Organizational Behavior, 18(1), 1-74.
Wisker, Z. L. (2020). The effect of fake news in marketing halal food: A moderating role of religiosity. Journal of Islamic Marketing, 12(3), 558-575. https://doi.org/10.1108/JIMA-09-2020-0276
Woodside, A. G., Akrout, H., & Mrad, M. (2023). Consumer hate and boycott communications of socially irresponsible fashion brands: Applying complexity theory in psychology and marketing research. Psychology and Marketing, 40(10), 1986-2015. https://doi.org/10.1002/mar.21890
Yadav, A. (2024). When personalities collide: Examining the impact of consumer and brand personalities’ interplay on brand hate development. Journal of Product and Brand Management, 33(4), 460-476.
Yang, J., & Mundel, J. (2022). Effects of brand feedback to negative eWOM on brand love/hate: An expectancy violation approach. Journal of Product and Brand Management, 31(2), 279-292.
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product and Brand Management, 25(1), 11-25. https://doi.org/10.1108/JPBM-01-2015-0799
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Management, 25(6), 549-560.
Zhang, C., & Laroche, M. (2020). Brand hate: A multidimensional construct. Journal of Product and Brand Management, 30(3), 392-414. https://doi.org/10.1108/JPBM-11-2018-2103
Zhang, R., Mustafa, H., & Lin, Y. (2025). Understanding factors that drive destination brand hate in China: Scale development and validation. Asia Pacific Journal of Tourism Research, 30(4), 401-420.
