#3162. Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

October 2026publication date
Proposal available till 11-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Finance;
Business and International Management;
Organizational Behavior and Human Resource Management;
Tourism, Leisure and Hospitality Management;
Strategy and Management;
Marketing;
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Abstract:
The research analyses the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. Brand hate in service brands is examined using a survey-based data from the telecommunications industry. A mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed. The results show that brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. The research assesses brands and analyses different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints. The present research presents a first insight of brand hate in the context of the service industry of telecommunications while testing brand hate as a mediator learning behaviour patterns of consumers.
Keywords:
Behavioral insight; Brand avoidance; Brand hate; Negative experience; Negative word of mouth; Relationship marketing

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