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.