Why Do We Hate Brands?

This study investigates antecedents of brand hate. Specifically, we propose that negative past experience, negative word of mouth (WOM), ideological incompatibility, negative brand-self relationship, and negative social self-connection are the antecedents of brand hate. Further, brand distrust mediates the effects of negative past experience and negative WOM on brand hate.


Jiaming Wu and Yao Qin (2018) ,"Why Do We Hate Brands?", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 74-74.


Jiaming Wu, Macau University of Science and Technology, China
Yao Qin, Macau University of Science and Technology, China


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

Share Proceeding

Featured papers

See More


Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

Read More


Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More


B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.