University of Isfahan New Marketing Research Journal 2228-7744 11 1 2021 03 21 Iranian Products Brand Hate: Testing an Indigenous Conceptual Pattern of Causes and Consequences of Brand Hate Iranian Products Brand Hate: Testing an Indigenous Conceptual Pattern of Causes and Consequences of Brand Hate 45 62 25287 10.22108/nmrj.2021.123210.2134 FA Faraz Sadegh Vaziri Assistant Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran Elham Ebrahimi Assistant Professor, Management Department, Institute for Humanities and Cultural Studies, Tehran, Iran 0000-0002-2276-4453 Ali Shoja MA in Business Management, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran Journal Article 2020 05 25 Objective: The aim of the present study is to test a conceptual model of the causes and consequences of Iranian products brand hate. Accordingly, the conceptual model consisting of these factors and consequences on Iranian goods and in the context of Iran was tested.<br />Methodology: In this survey, the target population included all citizens of Mazandaran province and the sampling method was two-stage clustering. The sample size was 395 people, the data collection tool was questionnaire and the data analysis method was structural equation modeling with partial least squares approach using SmartPLS2.6 software.<br />Results: According to the research results, brand hate is affected by marketing fraud, marketing mix failure and social irresponsibility. On the other hand, the assumptions about the effect of brand hate on negative word of mouth, support for the competitor and disconnection from the brand were confirmed.<br />Innovation: This study examines a pattern of causes and consequences of Iranian products brand hate which has not been tested before. The hypotheses of this study confirmed the generalizability of the model for Iranian consumers. Using the results of the present study, the concept of Iranian consumer brand hate can be carefully analyzed; what causes it, and what are the consequences if it gets worse. Also, in this study, the priorities and the relative importance of the factors affecting and affected by brand hate have been determined which could be very important in brand hate management due to the limitations of organizations. Objective: The aim of the present study is to test a conceptual model of the causes and consequences of Iranian products brand hate. Accordingly, the conceptual model consisting of these factors and consequences on Iranian goods and in the context of Iran was tested.<br />Methodology: In this survey, the target population included all citizens of Mazandaran province and the sampling method was two-stage clustering. The sample size was 395 people, the data collection tool was questionnaire and the data analysis method was structural equation modeling with partial least squares approach using SmartPLS2.6 software.<br />Results: According to the research results, brand hate is affected by marketing fraud, marketing mix failure and social irresponsibility. On the other hand, the assumptions about the effect of brand hate on negative word of mouth, support for the competitor and disconnection from the brand were confirmed.<br />Innovation: This study examines a pattern of causes and consequences of Iranian products brand hate which has not been tested before. The hypotheses of this study confirmed the generalizability of the model for Iranian consumers. Using the results of the present study, the concept of Iranian consumer brand hate can be carefully analyzed; what causes it, and what are the consequences if it gets worse. Also, in this study, the priorities and the relative importance of the factors affecting and affected by brand hate have been determined which could be very important in brand hate management due to the limitations of organizations. https://nmrj.ui.ac.ir/article_25287_4622e90fbe1e64ab952fb8eb23d2d9f4.pdf