Brand hate: A systematic literature review and future research agenda. (17th January 2022)

• Record Type: Journal Article
• Authors: Yadav, Abhishek; Chakrabarti, Somnath
• Is Part Of: International journal of consumer studies. Volume 46:Number 5(2022)
• Page Start: 1992
• Page End: 2019
• Publication Date: 2022-01-17
• Subjects: brand hate -- brand hate behavior -- brand hate emotion -- brand hate stimuli -- systematic literature review; Consumer education -- Periodicals; Home economics -- Periodicals; 339.486405
• DOI: 10.1111/ijcs.12772
• Languages: English
• ISSNs: 1470-6423

Abstract

Abstract: With the upsurge in academia's interest in understanding the feeling of hatred toward brands in recent years, there is a need to consolidate the relevant literature. Through this study, the authors provide a systematic review of the extant literature on brand hate and shed light upon future research directions. The comprehensive review subsumes a rigorous analysis of peer‐reviewed articles using the stimulus‐organism‐response model to delineate the extant literature. This study also advances a conceptual framework to facilitate the understanding of consumers' hatred for brands. Finally, the study utilizes theory, context, characteristics, method framework to outline future research agenda and offers valuable implications for practitioners.