STUDY OF FACTORS THAT CAUSES CONSUMERS’ HATRED TOWARDS A BRAND

Abstract

The abundance of literature on positive brand emotions provides the idea that brand consumer connections are brimming with attachment, affection, and even burning love.” However, it would be oversimplifying to think that consumers and brands are always in a state of 'love, peace, and harmony.' In fact, unfavourable consumer-brand connections are more common than positive ones, according to research. As a result, the emphasis on positive brand relationships is unjustified. “Consumers may develop severe unfavourable sentiments toward brands, which could lead to brand hatred, according to studies. ” Brand hatred may be called as ‘an intense negative emotional effect toward a brand’, and it is likely to lead to reduced purchases by the customers, also they switch to other companies or brands and also the negative word-of-mouth (WOM) - all of which can result in financial losses for the company. This report dives deep into the factors responsible for making a consumer feel hatred towards a brand. For this, literature review and survey analysis was conducted to better understand this phenomenon of brand hate. A survey is administered to respondents who rate the various factors on a Likert scale of 1-5. These findings are useful for any agency or advertisers to better understand the consumer perception and help avoid the factors causing this brand hate.