Brand Hate pp 49-86 | Cite as

Antecedents of Brand Hate



I discuss major brand hate antecedents in twofold in the chapter: company-related antecedents and consumer-related antecedents. I discuss company-related antecedents as “product and service failures” and “corporate social irresponsibility” with data. Furthermore, I discuss the potential interactions among company-related antecedents as some companies can both serve dysfunctional products and services failures and can be socially irresponsible. These potential antecedents are discussed in light of the consumer complaint and corporate social responsibility literature studies. In consumer-related antecedents, I generally focused on consumer personality disorders and traits that might function as major antecedent such as narcissistic individuals. Narcissism and entitlement are interchangeable as major consumer brand hate indicators in this chapter. Big Five and Agency v. Communion personality traits and their potential interactions with consumer brand hate are also discussed.


Product failure Service failure Corporate social irresponsibility Narcissistic consumers Entitlement Big five personality traits Agency v. communion 


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© The Author(s) 2019

Authors and Affiliations

  1. 1.University of WashingtonTacomaUSA

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