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Navigating Brand Hate Research: Deciphering Enablers and Emanating Potential Implications
Abstract
In today's world, consumers possess a unique power, i.e., the power to praise, to critique, or even to reject a brand. At the zenith of challenges stands an issue known as ” Brand Hate” which is a negative set of perceptions consumers develop towards a brand or product etc. Unlike simple dissatisfaction, brand hate stems from frustration, ethical objections and betrayal, with reactions from boycotting to even running anti- brand campaigns online. Social media amplified these feelings of frustration and can spread to more people, greatly affecting the reputation of the brand. The roots of brand hate vary, for some, it begins with a disappointing product experience; while for others, it is the result of unethical steps taken by the company. Whether it's an issue with the quality or a failure of the brand to meet the expectations of the consumers, regardless of the case the consequences are severe. Our study aims to explore the complexity in these variables leading to brand addiction and provide dependence and driving power of these factors and provide recommendations for the same.
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