University of Isfahan New Marketing Research Journal 2228-7744 8 2 2018 06 22 Brand Hate: Analysis of Determinants and Outcomes of Brand Hate Brand Hate: Analysis of Determinants and Outcomes of Brand Hate 165 180 22990 10.22108/nmrj.2018.104899.1305 FA Ali Shoja MSc. Student in Business Management, Faculty of Management University of Kharazmi, Tehran, Iran Faraz Sadegh Vaziri Assistant Prof., Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran Journal Article 2017 06 20 Consumers have different emotional relations with brands. While some may love brands, some may be indifferent or even some may hate them. Brand hate defined as a strong emotional component in attitude towards a Brand. In branding literature, consumer’s positive feelings toward brands have been studied repeatedly, but researchers hardly studied negative feelings toward brands. Accordingly, the purpose of this paper is to investigate determinants and outcomes of brand hate. In this survey, the target population includes all residents of Tehran and sampling method was two-stage cluster sample. Data collection tool was questionnaire and data analyzed using structural equation modeling by LISREL8.80 software. According to the results, past negative experience and ideological conflict will lead to brand hate. While the assumption that iconic conflict leads to brand hate was rejected. On The other hand, it has been confirmed that hatred leads to avoiding brand, reduce/stop support, negative word of mouth, complaint and brand revenge. Consumers have different emotional relations with brands. While some may love brands, some may be indifferent or even some may hate them. Brand hate defined as a strong emotional component in attitude towards a Brand. In branding literature, consumer’s positive feelings toward brands have been studied repeatedly, but researchers hardly studied negative feelings toward brands. Accordingly, the purpose of this paper is to investigate determinants and outcomes of brand hate. In this survey, the target population includes all residents of Tehran and sampling method was two-stage cluster sample. Data collection tool was questionnaire and data analyzed using structural equation modeling by LISREL8.80 software. According to the results, past negative experience and ideological conflict will lead to brand hate. While the assumption that iconic conflict leads to brand hate was rejected. On The other hand, it has been confirmed that hatred leads to avoiding brand, reduce/stop support, negative word of mouth, complaint and brand revenge. https://nmrj.ui.ac.ir/article_22990_359f2baff340be67cd99e38a5c094ec3.pdf