Brand hate: unraveling antecedents, moderators, and consequences through meta-analysis

Abstract

Purpose – Diverse and fragmented insights mark the growing field of brand hate research, and thus, the goal of this study is to demystify the dynamics of brand hate and pave a clear trajectory for subsequent investigations in this field. Design/methodology/approach – This study uses a c (MASEM) approach, synthesizing empirical data from 29 studies that represent a cumulative sample of 10, 148 participants and 127 effect sizes. Findings – The meta-analysis spotlights negative past experiences at the consumer level and unethical brand practices at the firm level as salient precursors to brand hate. In the aftermath of brand hate, consumers are galvanized into many anti-brand behaviors, notably negative word-of-mouth (WOM), brand avoidance, consumer complaints, and brand switching. Moderating variables play a crucial role in shaping the ramifications of brand hate. Specifically, the adverse impacts of brand hate tend to wane in environments devoid of platforms for sharing experiences and when consumer actions remain passive or localized at the individual level. Originality/value – This study offers a holistic and synthesized understanding of brand hate, melding fragmented insights into a unified framework. Through its comprehensive meta-analytic approach, this study delivers key insights that lay a robust foundation for future explorations on brand hate.