Towards a Theory of Brand Hate: Empirical Evidence of Mediterranean Countries
Keywords:
Brand hate, Consumer psychology, Consumer behavior, Cross-culturalAbstract
This study advances the understanding of brand hate by developing an integrative Antecedents-Emotions-Behaviors (AEB) framework, drawing on empirical evidence from Mediterranean countries. Addressing critical gaps in brand hate literature, we investigate the multidimensional nature of brand hate—distinguishing between cold, cool, and hot brand hate—and examine how personal (negative experiences, symbolic incongruity, ideological incompatibility) and societal antecedents (subjective norms) shape these emotions. Using structural equation modeling (SEM-PLS) on data from 522 respondents, our findings reveal that brand hate serves as a pivotal emotional mediator, with strong indirect-only effects linking antecedents to behavioral outcomes such as avoidance, switching, private and public complaining, retaliation, and revenge. Contrary to existing literature, the moderation effect of culture on these relationships was mainly insignificant, suggesting that brand hate operates as a universal phenomenon rooted in fundamental psychological mechanisms rather than cultural constructs. Theoretically, this study contributes to the brand hate literature by proposing a comprehensive model that captures both cognitive and emotional pathways. Managerially, our findings highlight the importance of proactive brand management strategies that address universal emotional triggers, offering insights for brands seeking to mitigate the adverse effects of consumer hate in diverse markets.
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