Navigating Brand Hate Research: Deciphering Enablers and Emanating Potential Implications

Title

Navigating Brand Hate Research: Deciphering Enablers and Emanating Potential Implications

Creator

Nair, Neelaksh; Sharma, Vaibhav

Description

In todays world, consumers possess a unique power, i.e., the power to praise, to critique, or even to reject a brand. At the zenith of challenges stands an issue known as Brand Hate which is a negative set of perceptions consumers develop towards a brand or product etc. Unlike simple dissatisfaction, brand hate stems from frustration, ethical objections and betrayal, with reactions from boycotting to even running anti-brand campaigns online. Social media amplified these feelings of frustration and can spread to more people, greatly affecting the reputation of the brand. The roots of brand hate vary, for some, it begins with a disappointing product experience; while for others, it is the result of unethical steps takenby the company. Whether it's an issue with the quality or a failure of the brand to meet the expectations of the consumers, regardless of the case the consequences are severe. Our study aims to explore the complexity in these variables leading to brand addiction and provide dependence and driving power of these factors and provide recommendations for the same. 2026 by IGI Global Scientific Publishing. All rights reserved.

Source

International Insights for Luxury Brand Marketing;pp.35-68

Date

01-01-2025

Publisher

IGI Global

Coverage

Nair N., Christ University, India; Sharma V., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730419-9; 979-833730417-5;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0417-5.ch002

https://www.scopus.com/pages/publications/105027495477?origin=resultslist