Antecedents and consequences of brand hate

This paper aims to investigate the nature of brand hate, its antecedents and its consequences. The opinion of a consumer for a product is fixated by market research. It primarily depends on how the brand presents it’s products to the consumers and secondly on the actual need, want and use of the products by the consumer. The research available on negative evaluations of products and brands is very limited, especially when compared to the research done on positive attitudes. This asymmetry is understandable, particularly in the marketing field: companies and institutions are very much interested in the practical consequences of positive forms of knowledge. They want to know what the consumers are willing to buy. But very little attention to given to the factors that may repel the consumers. While planning a brand campaign, it is very beneficial to have a clear idea about the consumer’s attitude towards the brand. It is binary and can either be positive or negative. A positive attitude automatically inclines the consumer towards the products of that brand. But in this particular study we are focusing our attention on the negative attitude of the consumers, which in simple words, is brand hate.