{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,7]],"date-time":"2026-05-07T20:59:23Z","timestamp":1778187563338,"version":"3.51.4"},"reference-count":164,"publisher":"Emerald","issue":"8","license":[{"start":{"date-parts":[[2020,11,23]],"date-time":"2020-11-23T00:00:00Z","timestamp":1606089600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPBM"],"published-print":{"date-parts":[[2021,11,12]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jpbm-10-2019-2621","type":"journal-article","created":{"date-parts":[[2020,11,24]],"date-time":"2020-11-24T03:03:34Z","timestamp":1606187014000},"page":"1115-1133","source":"Crossref","is-referenced-by-count":97,"title":["I can\u2019t stop hating you: an anti-brand-community perspective on apple brand hate"],"prefix":"10.1108","volume":"30","author":[{"given":"Clarinda","family":"Rodrigues","sequence":"first","affiliation":[]},{"given":"Am\u00e9lia","family":"Brand\u00e3o","sequence":"additional","affiliation":[]},{"given":"Paula","family":"Rodrigues","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2020,11,23]]},"reference":[{"issue":"2","key":"key2021111006050463100_ref001","doi-asserted-by":"crossref","first-page":"265","DOI":"10.1016\/j.jcps.2013.01.005","article-title":"Broadening (and narrowing) the scope of brand relationships","volume":"23","year":"2013","journal-title":"Journal of Consumer Psychology"},{"key":"key2021111006050463100_ref002","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1016\/j.copsyc.2015.12.017","article-title":"Consumers\u2019 relationships with brands","volume":"10","year":"2016","journal-title":"Current Opinion in Psychology"},{"issue":"3","key":"key2021111006050463100_ref003","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"9\/10","key":"key2021111006050463100_ref004","doi-asserted-by":"crossref","first-page":"1602","DOI":"10.1108\/EJM-08-2015-0590","article-title":"Consumer anger: a label in search of meaning","volume":"50","year":"2016","journal-title":"European Journal of Marketing"},{"issue":"2","key":"key2021111006050463100_ref005","doi-asserted-by":"crossref","first-page":"243","DOI":"10.1016\/S0022-4359(01)00046-X","article-title":"Hometown ideology and retailer legitimation: the institutional semiotics of wal-mart flyers","volume":"77","year":"2001","journal-title":"Journal of Retailing"},{"key":"key2021111006050463100_ref006","first-page":"140","article-title":"Authenticating acts and authoritative performances: questing for self and community","volume-title":"The Why of Consumption: Contemporary Perspectives on Consumer Motives","year":"2000"},{"key":"key2021111006050463100_ref007","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1007\/978-3-319-51127-6_3","article-title":"Luxury brand marketing \u2013 the experience is everything!","volume-title":"Advances in Luxury Brand Management","year":"2017"},{"issue":"1","key":"key2021111006050463100_ref008","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1007\/s11002-016-9406-1","article-title":"Brand love: development and validation of a practical scale","volume":"28","year":"2017","journal-title":"Marketing Letters"},{"issue":"1","key":"key2021111006050463100_ref009","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"3","key":"key2021111006050463100_ref010","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1080\/1352726042000186634","article-title":"This companysucks.com: the use of the internet in negative consumer\u2010to\u2010consumer articulations","volume":"10","year":"2004","journal-title":"Journal of Marketing Communications"},{"issue":"2","key":"key2021111006050463100_ref011","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.09.0339","article-title":"Brand love","volume":"76","year":"2012","journal-title":"Journal of Marketing"},{"issue":"4","key":"key2021111006050463100_ref012","doi-asserted-by":"crossref","first-page":"440","DOI":"10.1207\/S15327663JCP1304_11","article-title":"Outraged consumers: getting even at the expense of getting a good deal","volume":"13","year":"2003","journal-title":"Journal of Consumer Psychology"},{"issue":"5","key":"key2021111006050463100_ref013","first-page":"838","article-title":"The quest for authenticity in consumption: consumers\u2019 purposive choice of authentic cues to shape experienced outcomes","volume":"36","year":"2009","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2021111006050463100_ref014","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: what is it? 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