“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

Cícero Eduardo Walter (), Vera Teixeira Vale, Manuel Au-Yong-Oliveira (), Cláudia Miranda Veloso and Bruno Barbosa Sousa
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Cícero Eduardo Walter: Federal Institute of Education Science and Technology of Piauí, Teresina 64000-040, Brazil
Vera Teixeira Vale: The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
Manuel Au-Yong-Oliveira: The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
Cláudia Miranda Veloso: The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal
Bruno Barbosa Sousa: Escola Superior de Hotelaria e Turismo (ESHT), Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal

Administrative Sciences, 2023, vol. 13, issue 11, 1-19

Abstract: The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus and Web of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.

Keywords: brand hate; consumer behavior; research opportunities; negative emotions; consumer relationship; narrative-oriented literature review (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2023
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