How Brand Lost Its Way: A Systematic Literature Review of Brand Hate, Antecedents and Outcomes of Brand Hate

Abstract

The research purpose is to analyze why consumers will lead to brand hate, what are the feedback and thinking about the consumers towards the brand hate. The failure of brands about the negative past experiences and negative brand hate advertising. A thorough assessment of the literature was done from April 2018 to April 2023, a time span of approximately years. Our research focuses on identifying the self-serving goals of brand hatred. We take the information from of the databases Web of Sciences and Google Scholar. This report provides an extensive and up to date overview of research into brand hatreds, as well as identifying possible further research directions. This concern is provided by the analysis of determinants and patterns of brand hate in order to prevent these situations leading to that kind of hatred. Brand managers can use this knowledge to develop an adequate mitigation strategy, given the various BH implications and boundary conditions. This study will analyze the current situation of brand hate research in one place and draw a map to support future research into this area by systematically reviewing literature.