Antecedents of brand hate in the fast food industry

Purpose The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study. Design/methodology/approach This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS...