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.

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Emerging technologies offer endless opportunities for businesses and consumers. However, they also pose challenges in terms of adoption and use. It is essential to find a balance between technological innovation and human interaction. Businesses also need to deal with the misuse of these technologies (e.g., misleading advertising) and ensure ethical use.
ZAMAN Mustafeed - EM Normandie |
- Dico du Management
- Marketing, Vente et Communication, Transformation Digitale