BRAND HATRED: A LITERATURE REVIEW AND RESEARCH AGENDA

Abstract

Purpose: The objective of this paper was to study the past research in the field of brand hatred and propose a research agenda for the future. Theoretical framework: Theories and research on brand hatred been studied. Duplex theory of hate, brand hate as multidimensional construct, determinants of brand hate, self-congruity theory been studied. Brand hatred due to negative past experience, self-image been studied and there is much to investigate and learn. Design/methodology/approach: Literature review is the foundation of research development and extending depth of knowledge Webster and Watson (2002).We began by looking for research articles that contribute critical knowledge and concepts in brand hatred. We have focused on what, where, why, and How to have a better review (Callahan, 2014). Findings: Brand managers must be proactive to reduce the brand hatred and retain the customer. Brand hatred happens due to several reasons and brands may lose customers and its business if it does not take action against brand hatred. Future research should be done into how to convert brand hatred into brand love. Research, Practical & Social implications: We suggest a future research agenda and highlight the areas and points that should be taken care for the mitigation of the brand hatred. Originality/value: The results indicate that the brand hatred phenomenon is very critical for brands. Academicians are showing interest in brand hatred research and number of publication works are increasing in field of brand hatred.