The factors affecting brand love and brand hate in marketing and the changes between them

Today, individuals encounter many different brands in all areas of life. Exposure to brands arouses emotional reactions in individuals who are also consumers. It is seen that these reactions between the consumer and the brand develop emotions similar to the positive or negative emotions seen among individuals. Just as an individual falls in love with or hates another individual, consumers can fall in love with some brands or hate some brands. These feelings of the consumer towards the brand are important because they are decisive on their behaviors. In this context, the study provides different and comprehensive research by addressing brand love and brand hate in marketing. Mixed-method approach was adopted in the research. Therefore, both qualitative and quantitative studies were performed. In the first stage of the research, a focus group study was conducted. As a result of the focus group study, the reasons for brand love and brand hate are reached and contribute to the literature. However, in the focus group study, any different result was not found about the behavioral consequences of brand love and brand hate from the literature. In the second stage of the research, a questionnaire was applied. Data obtained from 447 valid questionnaires were analyzed and interpreted in IBM SPSS 25 package program. According to the results, the expressions of 'satisfaction', 'experience with the brand' and 'product quality of the brand' are among the primary causes of brand love; 'dissatisfaction', 'experience with the brand' and 'product quality of the brand' are among the primary causes of brand hate. In addition, 'positive comments about the brand', 'positive attitude towards the brand' and 'willing to buy the brand again' constitute the primary behavioral consequences of brand love; 'negative comments about the brand', 'negative attitude towards the brand' and 'reduce/pause being a customer of the brand' constitutes the primary behavioral consequences of brand hate. However, the results show that, in brand love and hate, there is a strong relationship between the consumer's current feelings towards the brand and the feelings he/she thinks will be against the brand in the future. In other words, the consumer's current feelings towards the brand determine the feelings he/she thinks will be against the brand in the future.