Purpose

This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.

Design/methodology/approach

This study adopted an integrative literature review method to synthesize and assess the brand hate literature.

Findings

The synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.

Research limitations/implications

The synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.

Practical implications

The finding will help marketers, specially brand managers, craft strategies to handle brand hate.

Originality/value

The brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.

中文翻译：

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二十年的品牌仇恨研究：回顾和研究议程

目的

本综述旨在综合品牌仇恨文献，并为品牌仇恨的未来研究提出方向。

设计/方法论/途径

本研究采用综合文献综述方法对品牌厌恶文献进行综合和评估。

发现

综合表明，社会认同理论、去认同理论和双重理论在品牌仇恨研究中的应用较多，而且品牌仇恨研究的大部分是在西方国家进行的。此外，品牌相关性、自我一致性、个人因素、信息影响力和品牌社区影响力是品牌仇恨的主要因素，可以产生软或硬的后果。词汇计量分析表明，品牌仇恨的原因、消费者的负面情绪和行为结果以及社区反品牌行为是品牌仇恨研究的关键主题。

研究局限性/影响

该综合遵循了纳入研究论文的预定标准。因此，审查仅限于满足纳入标准的文章。

实际影响

这一发现将帮助营销人员，特别是品牌经理制定应对品牌仇恨的策略。

原创性/价值

品牌仇恨文献仍在发展中并且仍然不连贯，这表明需要进行综合审查。本研究系统地回顾和综合了品牌仇恨文献，以研究其随时间的发展，并提出了一个全面理解品牌仇恨的框架。