{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,3]],"date-time":"2026-04-03T19:53:42Z","timestamp":1775246022175,"version":"3.50.1"},"reference-count":82,"publisher":"MDPI AG","issue":"11","license":[{"start":{"date-parts":[[2023,11,1]],"date-time":"2023-11-01T00:00:00Z","timestamp":1698796800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Administrative Sciences"],"abstract":"<jats:p>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. The analyzed literature points out that research on the subject has focused almost exclusively on the development of the phenomenon and its consequences from the perspective of consumer behavior. Therefore, the emphasis has been on identifying its direct antecedents, on the effects of its mediators in a set of behaviors such as complaints, negative word of mouth, protests, sponsorship reduction and assignment, brand change, and wishes for revenge, among others. Few studies have been dedicated to understanding the direct effects of brand hate on consumer behavior, its evolution over time in different industries and contexts, who its mediators are, and how the phenomenon is perceived and managed from the perspective of the companies involved in this phenomenon, providing opportunities for future research.<\/jats:p>","DOI":"10.3390\/admsci13110234","type":"journal-article","created":{"date-parts":[[2023,11,1]],"date-time":"2023-11-01T03:29:33Z","timestamp":1698809373000},"page":"234","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":9,"title":["\u201cThe Dark Side of the Brand\u201d and Brand Hate: A Review and Future Research Agenda"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5783-6613","authenticated-orcid":false,"given":"C\u00edcero Eduardo","family":"Walter","sequence":"first","affiliation":[{"name":"Federal Institute of Education Science and Technology of Piau\u00ed, Teresina 64000-040, Brazil"},{"name":"The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3760-2510","authenticated-orcid":false,"given":"Vera Teixeira","family":"Vale","sequence":"additional","affiliation":[{"name":"The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2154-6171","authenticated-orcid":false,"given":"Manuel","family":"Au-Yong-Oliveira","sequence":"additional","affiliation":[{"name":"The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"Institute for Systems and Computer Engineering, Technology and Science (INESC TEC), 4200-465 Porto, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6612-0580","authenticated-orcid":false,"given":"Cl\u00e1udia Miranda","family":"Veloso","sequence":"additional","affiliation":[{"name":"The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, 3810-193 Aveiro, Portugal"},{"name":"School of Technology and Management Agueda (ESTGA), University of Aveiro, 3750-127 \u00c1gueda, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8588-2422","authenticated-orcid":false,"given":"Bruno Barbosa","family":"Sousa","sequence":"additional","affiliation":[{"name":"Escola Superior de Hotelaria e Turismo (ESHT), Polytechnic Institute of C\u00e1vado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal"},{"name":"Centre for Tourism Research, Development and Innovation (CiTUR), Polytechnic University of Leiria, 2411-901 Leiria, Portugal"},{"name":"The Applied Management Research Unit (UNIAG), Instituto Polit\u00e9cnico de Bragan\u00e7a, Campus de Santa Apol\u00f3nia, 5300-253 Bragan\u00e7a, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2023,11,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1108\/07363761311328928","article-title":"The role of brand love in consumer-brand relationships","volume":"30","author":"Albert","year":"2013","journal-title":"Journal of Consumer Marketing"},{"key":"ref_2","first-page":"603","article-title":"Antecedents of brand hate: Mediating role of customer dissatisfaction and moderating role of narcissism","volume":"14","author":"Ali","year":"2020","journal-title":"Pakistan Journal of Commerce and Social Sciences"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"97","DOI":"10.1080\/02185377.2020.1768417","article-title":"Party brand hate in political market: Antecedents and consequences","volume":"28","author":"Banerjee","year":"2020","journal-title":"Asian Journal of Political Science"},{"key":"ref_4","unstructured":"Barros, Ant\u00f3nio, Oliveira, Manuel Au-Yong, and Barandas, Hort\u00eansia (2006). 32nd EIBA Annual Conference (European International Business Academy), University of Fribourg."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.09.0339","article-title":"Brand Love","volume":"76","author":"Batra","year":"2012","journal-title":"Journal of Marketing"},{"key":"ref_6","doi-asserted-by":"crossref","unstructured":"Bayarassou, Oula, Imene, Becheur, and Valette-Florence, Pierre (2020). \u201cFight or flight\u201d: Coping responses to brand hate. 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