Brand hatred encompasses a range 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 incongruity can contribute to brand hatred, particularly when there is a mismatch between a brand’s typical image and the consumer’s self-image. In response to this brand hatred, consumers generally adopt one of two strategies: avoidance, which is similar to a flight reaction, or revenge, which is similar to a confrontational reaction.
