Brand hate: a systematic literature review and future perspectives

FM Mushtaq, EM Ghazali, ZL Hamzah - Management Review Quarterly, 2024‏ - Springer
The duplex theory posits that consumer animosity towards brands emerges when
expectations remain unmet, culminating in dissatisfaction. Despite increasing interest in …

Inward negative emotions and brand hate in users of snow-sports' brands

Á Iranzo Barreira, I Kuster, C Ruiz Mafe - Journal of Product & Brand …, 2024‏ - emerald.com
Purpose The aims of this study are to analyse the impact of brand-centric relationships
(individual and collective) and negative emotions on brand hate felt towards brands used in …

How Chatbot negative experiences damage consumer-brand relationships in hospitality and tourism? A mixed-method examination

M Husnain, Q Zhang, M Usman, K Hayat… - International Journal of …, 2025‏ - Elsevier
Amid rising AI-powered chatbot adoption in hospitality and tourism, this study explores how
chatbot negative experiences shape brand hate and outcomes. Drawing upon stimulus …

The Breaking of Bonds: A Systematized Review of Detachment in Interpersonal and Customer Relationships

F Eckardt, H Spies - Journal of Relationship Marketing, 2024‏ - Taylor & Francis
This study reviews the concept of detachment in interpersonal relationships by examining its
drivers and outcomes laying the foundation for detachment to potentially be extended to …

Interplay of eco-friendly factors and islamic religiosity towards recycled package products: A cross-cultural study

Q Zhang, M Husnain, M Usman, MW Akhtar… - Frontiers in …, 2022‏ - frontiersin.org
Climate change has increasingly been recognised and associated with consumer
behaviour: Practitioners are develo** their strategies to reduce environmental …

Breaking the mold: how customer perceived innovativeness sets restaurants apart

K Hussain, A Afzaal, MK Al Balushi, M Junaid - Kybernetes, 2025‏ - emerald.com
Purpose The intense competition among restaurant brands made it difficult to retain and
engage customers. Service innovation can play a vital role to serve this purpose, however …

Why brands fail? Antecedents and consequences of brand hate. A study of fashion industry in Pakistan

A Abbas, AH Shar, MA Junejo - Journal of Managerial …, 2023‏ - journals.qurtuba.edu.pk
This study uses a descriptive-correlational approach that is both empirically grounded and
practically relevant. Pakistani university students make up a portion of the sample …

Moderating role of perceived justice between employee incivility and consequences of brand hate

FM Mushtaq, ZLB Hamzah… - Journal of Asia Business …, 2025‏ - emerald.com
Purpose During the past decade, marketing literature has focused on investigating the dark
side of consumer emotions and their behavior. This demands further research for a more in …

The impact of perceived customer discrimination on negative word-of-mouth: the mediating role of customer embarrassment

F Ahmed, DP Liang, MI Abdullah, M Sarfraz… - Future Business …, 2022‏ - Springer
Disadvantaged or minority customers are always vulnerable to discriminatory treatment by
service employees. Discrimination against minority customers has become a frequent …

Brand hate in the cosmetic industry: drugstore versus luxury make-up brands

SXY Ong, N Vila-Lopez - Young Consumers, 2023‏ - emerald.com
Purpose Marketing scholars have begun to look at negative emotions that young consumers
could develop toward brands, such as brand hate. Brand hate has experienced exponential …