Antecedents and outcomes of Brand Hate: a literature review
DOI:
https://doi.org/10.51359/2526-7884.2021.249617Keywords:
Brand Hate, consumer behaviour, negative emotions, reconciliation, negative WOM.Abstract
In Marketing, emotions consumers have for a brand are an extremely important aspect, since they affect the way consumers behave towards the brand. In particular, negative emotions and experiences tend to be more vivid and are more susceptible to being talked about with others. Thus, it is pertinent for brands to study Brand Hate. This study aimed to conduct a literature review on the antecedents and outcomes of Brand Hate. It also presents some indications pointed out by authors for brands to reconcile with consumers and prevent Brand Hate. Therefore, this study is of great relevance to brands to pay attention to the importance of Brand Hate, namely its harmful outcomes and its determinants.References
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