Unveiling Consumer Discontent: An In-Depth Qualitative Analysis of Brand Hate

Brand hate is a complex phenomenon and can be due to psychological, interpersonal, or corporate-related issues. This article examines and explores concepts of brand hate. A qualitative study on brand hate was done where 20 respondents were semi-structured in-depth interviewed. Grounded theory methods have been applied for data coding. The findings of this work reveal the various antecedents and consequences of brand hate. Past negative experiences, consumer personality, corporate social responsibility, politics, and religion have a deep impact on consumer brand hate. Brands must meet the consumer expectations and recognize the consumer importance. Brand hate is triggered by product-related, social, or self-image concerns. The present work gives an instrument in the hands of managers for potential threats of brand hate and makes them aware of the rising demands of the consumer. Lastly, we have discussed the future research concerns of brand hate which researchers can explore.