The phenomenon of brand hate: Analysis of predictors and outcomes

Consumer behavior literature have traditionally focused on the positive aspect of consumption, ignoring the negative forms and related implications. Our contribution try a first conceptualization of the entire phenomenon, focusing in detail on predict or motives (reasons influencing consumers and lead them to feelings of hatred against the brands), and negative behavioral outcomes, those particular actions of consumers in response to and as a result of the Brand Hate phenomenon. The study was conducted on a sample of 122 consumers whom defined themselves as haters of specific brands and we used a self-reported questionnaire, composed by three different scales: Brand Hate Scale, Motivations Scale and Behavioral Scale. Results emerged are very interesting not only in an academic way but also for a better planning of a corporate strategies.