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Brand hate: a systematic literature review and future perspectives

Author

Listed:
  • Fakhra Malik Mushtaq

    (University of Malaya)

  • Ezlika M. Ghazali

    (University of Malaya)

  • Zalfa Laili Hamzah

    (University of Malaya)

Abstract

The duplex theory posits that consumer animosity towards brands emerges when expectations remain unmet, culminating in dissatisfaction. Despite increasing interest in brand hate within the realms of consumerism, academic discourse on this multifaceted emotion remains limited. Consequently, this paper endeavours to execute a systematic review, synthesising extant literature on brand hate. An initial screening encompassed 182 articles, following an exhaustive evaluation of six databases spanning 2009–2022. Of these, only 60 peer-reviewed articles satisfied the stringent criteria for in-depth analysis. This analysis offers a comprehensive overview of brand hate's conceptualisation and its developmental trajectory, focusing on publication years, journals, countries, antecedents, and consequences. Furthermore, this review delineates prospective research trajectories, potentially enriching the corpus of brand hate literature. For effective consumer recovery strategies, organisations and brands must grasp the underlying catalysts of such antipathy. To our knowledge, this study represents a thorough literature-based investigation in the domain of brand hate, charting new directions for future inquiry.

Suggested Citation

  • Fakhra Malik Mushtaq & Ezlika M. Ghazali & Zalfa Laili Hamzah, 2025. "Brand hate: a systematic literature review and future perspectives," Management Review Quarterly, Springer, vol. 75(2), pages 1077-1110, June.
    • Handle: RePEc:spr:manrev:v:75:y:2025:i:2:d:10.1007_s11301-023-00402-z
    DOI: 10.1007/s11301-023-00402-z
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    Keywords

    Brand hate; Brand hatred; Systematic literature review; Negative consumer emotions; Consumer-brand relationships;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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