Brand hate: A systematic literature review and future research agenda

Abstract With the upsurge in academia’s interest in understanding the feeling of hatred toward brands in recent years, there is a need to consolidate the relevant literature. Through this study, the authors provide a systematic review of the extant literature on brand hate and shed light upon future research directions. The comprehensive review subsumes a rigorous analysis of peer‐reviewed articles using the stimulus‐organism‐response model to delineate the extant literature. This study also advances a conceptual framework to facilitate the understanding of consumers’ hatred for brands. Finally, the study utilizes theory, context, characteristics, method framework to outline future research agenda and offers valuable implications for practitioners.