Conceptualization of factors affecting consumer brand hatred: An exploratory study

Brand hate can place a company at peril and hence it is imperative for a company to understand their customers and satisfy their needs accordingly. Individual personality, social influences, corporate social responsibilities were studied, to find out their impact on the consumer. The purpose of this paper was to find out the various factors behind brand hate in detail. This study used primary data, collected from Indian metro cities like Delhi, Kolkata, Chennai and Mumbai. Results indicated that brand hate was instigated by factors such as ‘Consumer disenchantment’, ‘Consumer recognition’, ‘Societal-corporate disparage’, ‘Indigent corporate philanthropy’, ‘Unviable practices’, and ‘Delinquency’. Companies need to take care of various factors and parameters in order to avoid brand hate anytime and to adopt systems and mechanisms to deal with consumer brand hatred.