Understanding the Antecedents of Brand Hate: A Conceptual Model of Consumer Responses

Abstract

Brand hate has become a growing area of interest in consumer behavior research, yet its antecedents remain insufficiently examined. This conceptual paper aims to explore the key antecedents that trigger brand hate and shape consumers’ negative emotional responses toward brands. The proposed model identifies four major sources of brand hate: perceived price unfairness, poor-quality relationships between consumers and brands, neglect of consumer voice, and antecedents outside the firm’s control such as social, cultural, environmental, or situational influences. Each of these factors can evoke strong negative emotions, leading to hate toward a brand. By studying these antecedents, this paper contributes to a deeper understanding of how brand hate originates and develops, offering insights for both researchers and practitioners to better prevent and manage consumer hostility.