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How much can you hate a brand?

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  • Marketing, Sales and Communication

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Brand Hate encompasses a variety of negative emotions towards a brand, such as anger, disgust, contempt, and disappointment. It is often rooted in ideological incompatibility, which refers to a conflict between a brand’s values and those of the consumer, as well as negative experiences and corporate misconduct. In addition, symbolic or image incongruence can contribute to brand hate, particularly when there’s a mismatch between the typical image of a brand and the consumer’s self-image. In response to these feelings of brand hate, consumers typically adopt one of two coping strategies: avoidance, similar to a flight response, or revenge, similar to a fight response.

https://www.guerlain.com/on/demandware.static/-/Library-Sites-Guerlain_SharedLibrary/default/dw733420db/pdf/GUERLAIN-IN-THE-NAME-OF-BEAUTY-COMMUNICATION-ON-OUR-SUSTAINABILITY-PROGRESS.pdf
https://www.facebook.com/I.am.vomitin.it/
https://doi.org/10.1007/s10551-015-2585-5
https://doi.org/10.1108/JPBM-08-2019-2519

Mots clés
  • Avoidance, Brand hate, Consumer–brand relationships, Coping, Negative Emotions, Revenge, Sternberg's Duplex Theory

Auteur.e(s)

BAYARASSOU Oula
Professeure Assistante en Marketing
EM Normandie

Institution(s)

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