Purpose This review aims to synthesize the brand hate literature and suggest directions for
future research on brand hate. Design/methodology/approach This study adopted an …

Purpose This study aims to offer the intellectual structure and dynamics of the sustainability
branding field, involving the identification of influential authors and journals, current and …

Research on the positive emotions that consumers develop toward brands is well-
established in the marketing literature. Studies on the negative consumer emotions toward …

The extant literature on dark side of consumer-brand relationship is still growing. Recently,
researchers have given it notable concentration, yet some gaps exist specifically in context …

This study explores the impact of perceived brand betrayal on two types of brand hate and
their subsequent effects on consumer behavioral responses. It also investigates how these …

Purpose The aims of this study are to analyse the impact of brand-centric relationships
(individual and collective) and negative emotions on brand hate felt towards brands used in …

Drawing upon consumer–brand disidentification theory and balance theory, this study
examines symbolic and ideological incongruity in consumer–brand relationships through an …

Purpose This study aims to propose and test an appraisal theory-based framework that
depicts the impact of negatively valenced brand personality dimensions on brand hate …

This article draws on the stimulus–organism–response (SOR) model to understand the role
of negative emotions in the anti-brand behaviors of online users who consume snow sports …

Tourists' negative sentiments, particularly hate, can severely damage a destination's brand
image by influencing cognitions and behaviors. This study addresses the gap in research on …