A research on brand hate and its results in digital era

Emotions are not only considered as a concept for individuals. In the marketing literature, although the emotions of consumers towards brands are grouped as positive and negative emotions, they are more positive emotions encountered in the literature. However, with the realization that negative emotions have an important place in marketing, studies have been started in this area. Among the negative emotions, it is the brand hate feeling which is described as the most intense emotion. The aim of this study is to present the brand hate feeling and the behaviors of people with this feeling within a certain frame. The data of the research were collected from 326 consumers via online survey method, especially considering the behaviors exhibited by the passive from the passive position to the active state, as well as the behaviors exhibited by this negative emotion. The collected data were tested using factor analysis and other analysis techniques. According to the results of the analysis, consumers are more inclined to avoid brand and negative word-of-mouth communication (nWOM) behavior. Especially male participants have shown more intensity to brand hate and to display some behaviors as a result of this hate. Also, as a result of the analysis, even if consumers do not have the feeling of brand hate, they can turn to the results of brand hate. Key Words: Brand, Negative Emotions, Brand Hate, Consequences of Brand Hate