Brand Hate pp 87-101 | Cite as

Consequences of Brand Hate



This chapter discusses consequences of brand hate. It discusses potential consumer responses in light of the consumer complaining, negative Word-of-Mouth (WOM), and consumer boycotting literatures. The changes in consumer responses with the Internet technology and what it means for brand hate is also broadly discussed. The chapter provides classifications about potential consumer responses in both attitudinal and behavioral levels. Potential brand damages and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors. Finally, the chapter also discusses consumer illegal and unethical behaviors as reflection of their brand hate also discussed with the newly developing literature.


Consumer complaining Consumer voice Negative WOM Boycotting Online reviews Illegal consumer reactions Consumer reviews 


  1. Bearden, O. W., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(February), 21–28.CrossRefGoogle Scholar
  2. Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31–40.CrossRefGoogle Scholar
  3. Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.CrossRefGoogle Scholar
  4. Egan, V., & Taylor, D. (2010). Shoplifting, unethical consumer behavior, and personality. Personality and Individual Differences, 48(8), 878–883.CrossRefGoogle Scholar
  5. Feick, F. L. (1987). Latent class models for the analysis of behavioral hierarchies. Journal of Marketing Research, 24(2), 174–186.CrossRefGoogle Scholar
  6. Garrett, E. D. (1987). The effectiveness of marketing policy boycotts: Environmental opposition to marketing. Journal of Marketing, 51(2), 46–57.CrossRefGoogle Scholar
  7. Gelb, D. B. (1995). More boycotts ahead? Some implications. Business Horizons, 38(March–April), 70–76.CrossRefGoogle Scholar
  8. Gregoire, Y., Tripp, T., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32.CrossRefGoogle Scholar
  9. Gregoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38(6), 738–758.CrossRefGoogle Scholar
  10. Hee, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127–145.CrossRefGoogle Scholar
  11. Hegner, S., Fitscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13–25.CrossRefGoogle Scholar
  12. Hirschman, A. (1970). Exit, voice and loyalty: Response to decline in firms, organizations and states. Cambridge, MA: Harvard University Press.Google Scholar
  13. Izberk-Bilgin, E. (2010). An interdisciplinary review of resistance to consumption, some marketing interpretations, and future research suggestions. Consumption, Markets and Culture, 13(3), 299–323.CrossRefGoogle Scholar
  14. Jin, W., Xiang, Y., & Lei, M. (2017, December 7). The deeper the love, the deeper the hate. Frontiers in Psychology, 8, 1940.Google Scholar
  15. John, A., & Klein, J. (2003). The boycott puzzle: Consumer motivations for purchase sacrifice. Management Science, 49(9), 1196–1209.CrossRefGoogle Scholar
  16. Johnson, R. A., Matear, M., & Thomson, M. (2011). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108–125.CrossRefGoogle Scholar
  17. Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-Branding on the Internet. Journal of Business Research, 62(11), 1119–1126.CrossRefGoogle Scholar
  18. Kucuk, S. U. (2008). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3), 209–222.CrossRefGoogle Scholar
  19. Kucuk, S. U. (2010). Negative double jeopardy revisited: A longitudinal analysis. Journal of Brand Management, 18(2), 150–158.CrossRefGoogle Scholar
  20. Kucuk, S. U., & Krishnamurthy, S. (2007). An analysis of consumer power on the internet. Technovation, 27(1–2), 47–56.CrossRefGoogle Scholar
  21. Luo, X. (2007). Consumer negative voice and firm-idiosyncratic stock returns. Journal of Marketing, 71(3), 75–88.CrossRefGoogle Scholar
  22. Matthews, C. (2015). Here’s how much Walmart losses every year to theft. Visited on October 30, 2017.
  23. Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: An exploratory study. European Journal of Marketing, 41(11/12), 1475–1494.CrossRefGoogle Scholar
  24. Pruitt, W. S., & Friedman, M. (1986). Determining the effectiveness of consumer boycotts: A stock price analysis of their impact on corporate targets. Journal of Consumer Policy, 9(4), 375–387.CrossRefGoogle Scholar
  25. Romani, S., Grappi, S., & Bagozzi, R. (2013). My anger is your gain, my contempt your loss: Explaining consumer responses to corporate wrongdoing. Psychology & Marketing, 30(12), 1029–1042.CrossRefGoogle Scholar
  26. Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: Measuring negative emotions toward brand and their behavioral effects. International Journal of Research in Marketing, 29(1), 55–67.CrossRefGoogle Scholar
  27. Roper, J. (2002). Government, corporate or social power? The internet as a tool in the struggle for dominance in public policy. Journal of Public Affairs: An International Journal, 2(3), 113–124.CrossRefGoogle Scholar
  28. Rotman, D. J., Khamitov, M., & Connors, S. (2018). Lie, cheat, and steal: How harmful brands motivate consumers to act unethically. Journal of Consumer Psychology, 28(2), 353–361.CrossRefGoogle Scholar
  29. Sandor, V. (2003). Classifying forms of online activism. The case of cyberprotests against the World Bank. In M. McCaughey & M. D. Ayers (Eds.), Cyberactivism. Online Activism in Theory and Practice. New York: Routledge.Google Scholar
  30. Sen, S., Gurhan-Canli, Z., & Morwitz, V. (2001). Withholding consumption: A social dilemma perspective on consumer boycotts. Journal of Consumer Research, 28(4), 399–417.CrossRefGoogle Scholar
  31. Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93–107.CrossRefGoogle Scholar
  32. Singh, J. (1989). Determinants of consumers’ decisions to seek third party redress: An empirical study of dissatisfied patients. Journal of Consumer Affairs, 23(2), 329–363.CrossRefGoogle Scholar
  33. Singh, J. (1990). A typology of consumer dissatisfaction response styles. Journal of Retailing, 66(1), 57–97.Google Scholar
  34. Sweeney, J., Soutar, G., & Mazzarol, T. (2014). Factors enhancing word-of-mouth influence: Positive and negative service-related messages. European Journal of Marketing, 48(1/2), 336–359.CrossRefGoogle Scholar
  35. Tripp, T. M., & Gregoire, Y. (2011). When unhappy customers strike back on the internet. Sloan Management Review, 52(3), 37–44.Google Scholar
  36. Ward, J. C., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consumer Research, 33(2), 220–230.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.University of WashingtonTacomaUSA

Personalised recommendations