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

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