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Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects

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  1. Mouillot, Philippe & Pupion, Pierre-Charles, 2017. "Ecosystem-based Artefacts as a Source of Loyalty at the French Valley of the Monkeys," Ecological Economics, Elsevier, vol. 141(C), pages 106-118.
  2. Daniele Dalli & Annamaria Tuan & David D?Acunto, 2018. "How online reviewers and actual customers evaluate their shopping experiences. Evidence from an international retail chain," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 163-180.
  3. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
  4. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
  5. Klütz, Anna-Marie & Albrecht, Carmen-Maria, 2026. "Monetary return policies in fashion e-retail: Exploring the role of retailer brand attachment on consumer responses," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
  6. Pochun, Tej & Brennan, Linda & Parker, Lukas, 2018. "Advertising effects? An elemental experiment," Australasian marketing journal, Elsevier, vol. 26(4), pages 338-349.
  7. Katrin E. Schein & Philipp A. Rauschnabel & Sandra Praxmarer-Carus & Barry J. Babin, 2026. "Unpacking augmentation quality and local presence: Factors that drive effective augmented reality marketing," Journal of the Academy of Marketing Science, Springer, vol. 54(1), pages 49-69, February.
  8. Mahmud, Riaj & Guzmán, Francisco, 2025. "The cost of contradiction: exploring consumer negative responses to activist brands’ moral transgressions," Journal of Business Research, Elsevier, vol. 200(C).
  9. Tolunay, Asli & Veloutsou, Cleopatra, 2025. "Don’t make me hate you, my love! Perceived brand betrayal and the love-becomes-hate phenomenon," Journal of Business Research, Elsevier, vol. 187(C).
  10. Moon, Sangkil & Kim, Moon-Yong & Iacobucci, Dawn, 2021. "Content analysis of fake consumer reviews by survey-based text categorization," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 343-364.
  11. Japutra, Arnold & Kumar Roy, Sanjit & Pham, Tram-Anh N., 2021. "Relating brand anxiety, brand hatred and obsess: Moderating role of age and brand affection," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  12. Ulla A. Saari & Rupert J. Baumgartner & Saku J. Mäkinen, 2017. "Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context," Sustainability, MDPI, vol. 9(7), pages 1-26, July.
  13. Ana Raluca Chiosa & Bogdan Anastasiei, 2017. "Negative Word-Of-Mouth: Exploring The Impact Of Adverse Messages On Consumers’ Reactions On Facebook," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 20, pages 157-173, December.
  14. Cheah, Isaac & Phau, Ian & Kea, Garick & Huang, Yu An, 2016. "Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 184-192.
  15. Vikas Singla & Gaurav Gupta, 2019. "Emotional Branding Scale and Its Role in Formation of Brand Trust," Paradigm, , vol. 23(2), pages 148-163, December.
  16. Ou, Yi-Chun & Verhoef, Peter C., 2017. "The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers," Journal of Business Research, Elsevier, vol. 80(C), pages 106-115.
  17. Qing Li & Haiying Wei & Daniel Laufer, 2019. "How to Make an Industry Sustainable during an Industry Product Harm Crisis: The Role of a Consumer’s Sense of Control," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
  18. Ramazan Kurtoğlu & Tuğba Özbölük & Pınar Hacıhasanoğlu, 2022. "Revisiting the effects of inward negative emotions on outward negative emotions, brand loyalty, and negative WOM," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 72-84, January.
  19. Cui, Yuanyuan (Gina) & van Esch, Patrick & Das, Gopal & Jain, Shailendra, 2022. "“Surge price precision and political ideology”," Journal of Business Research, Elsevier, vol. 143(C), pages 214-224.
  20. Monika Kavaliauske & Edita Simanaviciute, 2015. "Brand Avoidance: Relations Between Brand-Related Stimuli And Negative Emotions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 6(1).
  21. Carmela Donato, 2021. "Disgust and preference for familiar brands," Italian Journal of Marketing, Springer, vol. 2021(1), pages 5-23, June.
  22. Cocco, Helen & Demoulin, Nathalie T.M., 2022. "Designing a seamless shopping journey through omnichannel retailer integration," Journal of Business Research, Elsevier, vol. 150(C), pages 461-475.
  23. Rambalak Yadav & Deepak Sangroya & Vijay Pereira, 2025. "Why consumers turn negative about the brand: antecedents and consequences of negative consumer engagement in virtual communities," Information Systems and e-Business Management, Springer, vol. 23(1), pages 147-167, March.
  24. Paolo Antonetti & Stan Maklan, 2018. "Identity Bias in Negative Word of Mouth Following Irresponsible Corporate Behavior: A Research Model and Moderating Effects," Journal of Business Ethics, Springer, vol. 149(4), pages 1005-1023, June.
  25. Akrout, Houcine & Mrad, Mona, 2023. "Measuring brand hate in a cross-cultural context: Emic and Etic scale development and validation," Journal of Business Research, Elsevier, vol. 154(C).
  26. Aman Kumar & Amit Shankar & Aviral Kumar Tiwari & Hae-Jung Hong, 2025. "Understanding dark side of online community engagement: an innovation resistance theory perspective," Information Systems and e-Business Management, Springer, vol. 23(1), pages 13-39, March.
  27. Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
  28. Muhammad Faisal Shahzad & Jingbo Yuan & Mudassir Husnain & Guicheng Ma, 2024. "Exploring the complexities of CSR and firm performances: Unveiling the relationship between social responsibility, ethical conduct, and consumer perceptions," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(4), pages 3541-3554, August.
  29. Katharina Dowling & Daniel Guhl & Daniel Klapper & Martin Spann & Lucas Stich & Narine Yegoryan, 2020. "Behavioral biases in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 449-477, May.
  30. Zeineb Farhat & Abir Zouari & Romdhane Khemakhem, 2025. "Investigating Brand Hate Towards Smartphone Brands: Tunisian Consumer Perspectives," Corporate Reputation Review, Palgrave Macmillan, vol. 28(4), pages 268-288, November.
  31. Silvia Platania & Martina Morando & Giuseppe Santisi, 2020. "Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
  32. Walsh, Gianfranco & Albrecht, Arne K. & Hofacker, Charles F. & Grant, Ian & Takahashi, Ikuo, 2016. "Developing and validating a scale of consumer brand embarrassment tendencies," Journal of Business Research, Elsevier, vol. 69(3), pages 1138-1147.
  33. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
  34. Kirk, Colleen P. & Givi, Julian, 2025. "The AI-authorship effect: Understanding authenticity, moral disgust, and consumer responses to AI-generated marketing communications," Journal of Business Research, Elsevier, vol. 186(C).
  35. Antonetti, Paolo, 2020. "More than just a feeling: A research agenda for the study of consumer emotions following Corporate Social Irresponsibility (CSI)," Australasian marketing journal, Elsevier, vol. 28(2), pages 67-70.
  36. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  37. Rui Chen & Haolan Yan, 2023. "Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
  38. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.
  39. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Post-Print hal-02956891, HAL.
  40. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Grenoble Ecole de Management (Post-Print) hal-02956891, HAL.
  41. Dalia Abdelwahab & Sonia San-Martín & Nadia Jiménez, 2022. "Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 111-126, January.
  42. 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.
  43. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
  44. Amélia Brandão & Paolo Popoli & Inês Passos Tomás, 2022. "Joining the Anti-Brand Communities on the Internet: Who and Why," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 69(1), pages 1-27, March.
  45. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).
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