Brand Hate pp 23-48 | Cite as

What Is Brand Hate?



In this chapter, I define the concept of brand hate in light of the general psychology of hate as discussed in the previous chapter. Consumer perception of brand injustice and unfairness are discussed as the starting point of brand hate. The components of brand hate are conceptualized as “cold”, “cool”, and “hot” brand hate in light of consumer psychology and behavior literature. Types of consumer brand hate and potential hate interactions among various consumer behaviors are discussed. The conceptual link between brand hate and anti-branding is developed. Furthermore, I introduced various forms of brand hate emotions from various social context such as “brand bullying”. This chapter provides a broader conceptual context about the newly introduced brand hate concept, its components, and degree of brand hate (or defined as “severity of brand hate”).


Brand hate Brand injustice Cold brand hate Cool brand hate Hot brand hate Anti-branding Severity of brand hate Brand bullying 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.University of WashingtonTacomaUSA

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