To read this content please select one of the options below:

Determinants and outcomes of brand hate

Sabrina M. Hegner (Fachhochschule Bielefeld, Bielefeld, Germany)
Marc Fetscherin (International Business Department Rollins College, Winter Park, Florida, USA)
Marianne van Delzen (Department of Behavioural Science, Universiteit Twente, Enschede, The Netherlands)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 20 March 2017




The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.


A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.


Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation).


This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.



Hegner, S.M., Fetscherin, M. and van Delzen, M. (2017), "Determinants and outcomes of brand hate", Journal of Product & Brand Management, Vol. 26 No. 1, pp. 13-25.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles