Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Nair, Neelaksh; Sharma, Vaibhav Title A name given to the resource Navigating Brand Hate Research: Deciphering Enablers and Emanating Potential Implications Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived International Insights for Luxury Brand Marketing;pp.35-68 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-0417-5.ch002" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-0417-5.ch002</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105027495477?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105027495477?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Nair N., Christ University, India; Sharma V., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833730419-9; 979-833730417-5; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online