Antecedents and consequences of brand hate

This paper aims to investigate the nature of brand hate, its antecedents and its consequences. The opinion of a consumer for a product is fixated by market research. It primarily depends on how the brand presents it’s products to the consumers and secondly on the actual need, want and use of the products by the consumer. The research available on negative evaluations of products and brands is very limited, especially when compared to the...