Understanding Brand Hate in Consumer Behavior: Antecedents, Effects, and Mitigation Strategies.

By: Phima Ruthia Dwikesumasari, Department of Business Administration, Asia Management College Asia University, Taiwan & Department of Business, Faculty of Vocational Studies, Universitas Airlangga, Indonesia. phima_ruthia@vokasi.unair.ac.id


The notion of brand hate has emerged as a result of consumers expressing negative views about brands more frequently through online platforms. This article explores the causes, consequences, and methods for mitigating brand hate in consumer behavior. Brand failures and ideological differences between customers and brands are two examples of the things that lead to brand hate, which is defined as strong unfavorable feelings and disengagement from brands. Brand hate may have a variety of negative effects, from reputational harm to financial losses, so businesses must take proactive steps to resolve complaints from customers and mend strained relationships. To promote favorable brand perceptions and lessen the influence of brand hate on consumer behavior, mitigation tactics include crisis management and proactive consumer interaction. In today’s competitive industry, organizations that aim to preserve their brand equity and consumer loyalty must comprehend and handle brand hate effectively.


In the current digital era, customers are speaking up in increasing numbers about their bad experiences with goods and services, frequently airing their complaints on websites. As a result of this phenomenon, brand hate has spread widely, which presents serious difficulties for businesses trying to maintain their brand equity and manage their reputations. Brand hatred can result from many issues, including customers’ ideological conflicts with brands and the failure of products or services. Businesses must comprehend the causes, consequences, and approaches for mitigating brand hate to manage customer-brand interactions successfully.

Understanding Brand Hate

The term ‘brand hate’ describes the strong negative feelings and disassociation[1] that customers have with the brand as a result of poor-quality products goods or unpleasant encounters[2]. It includes a variety of behavioral reactions, such as approaches, avoidance, and attack-type behaviors[2]. Consumers who choose to avoid a brand will not buy from or consume it, but those who choose to approach it will take positive action, including protesting or complaining. Conversely, attack-type responses include retaliatory acts including negative WOM or brand retribution that are intended to damage the brand[2, 3].

Antecedents of Brand Hate

Consumer discontent with a company’s goods or services and ideological divides between consumers and brands are the main causes of brand hate. Brand hatred is frequently sparked by product or service failures[4], which are defined by unfavorable customer experiences or grievances from previous customers. Furthermore, customers who hold opposing ideologies or identities are more likely to harbor resentment towards firms that act unethically or irresponsibly in society[2].

Effects of Brand Hate

A brand’s reputation may suffer as well as financial losses as a result of brand hatred[5]. Avoidance practices could be used by customers, which could affect the company’s financial success by leading to brand switching or decreased patronage. Even if approach-type responses are less harsh, they nonetheless provide challenges for businesses when it comes to handling customer complaints and protests. Attack-style reactions, such as unfavorable press and brand retaliation can worsen the brand’s reputation and have long-term effects[2, 3].

A diagram of brand hate

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Figure 1. The framework of brand hate

Mitigation Strategies

To mitigate the negative effects of brand hate, businesses need to take proactive measures to resolve customer complaints and mend strained relationships. This entails hearing what customers have to say, having fruitful conversations, and acting quickly to address problems. To mitigate brand hate, crisis management is essential[6]. It demands that brands respond to customer issues promptly and transparently. Companies may develop brand advocates who stand with their brand through challenging circumstances by building strong relationships with customers and showcasing dedication to meeting their requirements[7].

In exploring the complex dynamics of brand hate within consumer behavior, it is essential to acknowledge the multifaceted technological landscape that influences modern consumer interactions and perceptions. The work by [8] provides a foundational understanding of how IoT and mobile technologies, underpinned by innovation, trust, and sustainable computing, shape contemporary consumer experiences and expectations. Similarly, [9] delve into the critical aspects of security, privacy, and trust in the Internet of Things (IoT) and cyber-physical systems (CPS), highlighting the pivotal role these elements play in fostering or hindering consumer trust and satisfaction. Furthermore, [10] examination of robotics and AI in cybersecurity within the framework of smart cities underscores the importance of advanced technological defenses in protecting consumer data and ensuring the integrity of brand-consumer relationships. These scholarly contributions underscore the necessity of integrating technological advancements and security measures in mitigating brand hate and enhancing consumer trust.


In conclusion, amid the modern consumer-driven economy, brand hate poses a serious threat to businesses. Companies may preserve their brand reputation and build long-lasting connections with customers by recognizing the reasons behind brand hate, the way it affects consumer behavior, and finding ways to successfully reduce its consequences.


  1. Bryson, D. and G. Atwal, Brand hate: the case of Starbucks in France. British Food Journal, 2019. 121(1): p. 172-182.
  2. Kucuk, S.U., Developing a theory of brand hate: where are we now? Strategic Change, 2021. 30(1): p. 29-33.
  3. Zarantonello, L., et al., Trajectories of brand hate. Journal of Brand Management, 2018. 25(6): p. 549-560.
  4. Johnson, A.R., M. Matear, and M. Thomson, A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions. Journal of Consumer Research, 2011. 38(1): p. 108-125.
  5. Akrout, H. and M. Mrad, Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation. Journal of Business Research, 2023. 154: p. 113289.
  6. Steenkamp, J.-B.E.M., Global Brand Building and Management in the Digital Age. Journal of International Marketing, 2020. 28(1): p. 13-27.
  7. Doorley, J. and H.F. Garcia, Reputation management: The key to successful public relations and corporate communication. 2015: Routledge.
  8. Law, K. M., et al. (Eds.). (2021). Managing IoT and mobile technologies with innovation, trust, and sustainable computing. CRC Press. 
  9. Li, K. C., et al. (Eds.). (2020). Recent advances in security, privacy, and trust for internet of things (IoT) and cyber-physical systems (CPS). CRC Press.  
  10. Mourelle, L. M. (2022). Robotics and AI for Cybersecurity and Critical Infrastructure in Smart Cities. N. Nedjah, A. A. Abd El-Latif, & B. B. Gupta (Eds.). Springer. 

Cite As

Dwikesumasari P.R. (2024) Understanding Brand Hate in Consumer Behavior: Antecedents, Effects, and Mitigation Strategies, Insights2Techinfo, pp.1

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