“The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda

• Autor(a) principal: Walter, Cícero Eduardo
• Data de Publicação: 2023
• Outros Autores: Vale, Vera Teixeira, Au-Yong-Oliveira, Manuel, Veloso, Cláudia Miranda, Sousa, Bruno Barbosa
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/11110/2751; https://doi.org/Walter, Cícero Eduardo, Vera Teixeira Vale, Manuel Au-Yong-Oliveira, Cláudia Miranda Veloso, and Bruno Barbosa Sousa. 2023. “The Dark Side of the Brand” and Brand Hate: A Review and Future Research Agenda. Administrative Sciences 13: 234. https://doi.org/10.3390/ admsci13110234
• topic: Brand hate; consumer behaviour; consumer relationship; narrative-oriented literature review

The present study aimed to analyze the current state of the art regarding brand hate with the main intention of identifying possible gaps to be explored in future studies. Brand hate can be described as a set of negative emotions on the part of consumers concerning a certain brand, whose implications involve a reduction in the profitability of companies, as well as of their market shares. From the research carried out in the Scopus and Web of Science databases, 90 publications related to the theme were identified, of which 25 were selected and read in full.