Brand hate: unraveling antecedents, moderators, and consequences through meta-analysis
Year: 2026
Type: article
Study designs: Systematic Review, Meta-Analysis
Abstract: Purpose Diverse and fragmented insights mark the growing field of brand hate research, and thus, the goal of this study is to demystify the dynamics of brand hate and pave a clear trajectory for subsequent investigations in this field. Design/methodology/approach This study uses a c (MASEM) approach, synthesizing empirical data from 29 studies that represent a cumulative sample of 10,148 participants and 127 effect sizes. Findings The meta-analysis spotlights negative past experiences at the consumer level and unethical brand practices at the firm level as salient precursors to brand hate. In the aftermath of brand hate, consumers are galvanized into many anti-brand behaviors, notably negative word-of-mouth (WOM), brand avoidance, consumer complaints, and brand switching. Moderating variables play a crucial role in shaping the ramifications of brand hate. Specifically, the adverse impacts of brand hate tend to wane in environments devoid of platforms for sharing experiences and when consumer actions remain passive or localized at the individual level. Originality/value This study offers a holistic and synthesized understanding of brand hate, melding fragmented insights into a unified framework. Through its comprehensive meta-analytic approach, this study delivers key insights that lay a robust foundation for future explorations on brand hate.
Institutions: Woxsen School of Business, Jaipuria Institute of Management, Arizona State University, Swinburne University of Technology, Sunway University, Sungkyunkwan University, Pontifícia Universidade Católica do Rio Grande do Sul, Gulf University for Science & Technology, Korea University, Australian Institute of Business
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7118363989