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This paper aims to discuss the antecedents and consequences of cancel culture and assess if brands can gain the forgiveness of consumers and mitigate the damages of social media firestorms, that usually evolve from online abuse (e.g. cyberbullying, harassment, and offensive talk). A quasi-experiment study was conducted through an online survey simulating the cancellation journey. Results show that cancel culture is triggered by ideological incompatibilities such as religion, racism, animal rights, LGBTQIA+ and environmental issues. After the scenario that simulated an ideological incompatibility related to racism, 178 respondents rated high levels of brand hate, negative WOM, brand avoidance, brand boycott, brand retaliation, and intention to cancel the brand. However, an 'apology' by the brand leads to brand forgiveness, a decrease in the intention to cancel the brand and an increase in purchase intention. [ABSTRACT FROM AUTHOR]

Purpose: During the past decade, marketing literature has focused on investigating the dark side of consumer emotions and their behavior. This demands further research for a more in-depth understanding. Hence, drawing on affective events theory, this study aims to examine employee incivility (rude and poor behavior) and its consequences on brand hate. Furthermore, the authors also introduced perceived justice as a moderator to buffer the impact of brand hate. Design/methodology/approach: A scenario-based survey was used to collect data from 212 consumers from the airline industry. Structural equation modeling was performed through SmartPLS. Findings: Findings revealed that employee incivility instigates brand hate. Results further showed that attitudinal brand hate influences brand opposition and detachment, whereas behavioral brand hate only influences brand detachment. Additionally, perceived justice moderates the negative relationship between employee incivility and brand hate. Overall, the results showed that employee incivility can trigger brand hate, and service recovery can reduce the negative impact of employee behavior on brand hate in the aviation sector. Research limitations/implications: This study contributes to brand hate and service recovery literature. Practical implications: This study provides deep insights into how employee behavior can cause brand hate and how recovery strategies can help buffer its impact. Originality/value: In the existing literature, limited studies have focused on organizational factors instigating brand hate. To the best of the authors' knowledge, this study is the first to associate employee incivility and brand hate. [ABSTRACT FROM AUTHOR]

This study aims to investigate the effect of brand cynicism on negative WOM and analyse the mediating role of brand hate in this relationship. The study focuses on brand cynicism, which refers to a defensive attitude towards brands' efforts to convince consumers, who have lost their trust in the brand and think that they have been deceived or sacrificed for the brand's interests. An online survey is conducted to collect data. Results of the study show that brand cynicism has a significant effect on brand hate, and brand hate has a significant effect on the negative WOM variable. Our results also demonstrate that brand hate has a full mediating role in the relationship between brand cynicism and negative WOM, which means, brand cynicism affects negative WOM indirectly through brand hate. The paper can be regarded as a significant contribution to brand cynicism literature which is fairly new and an unexplored area. [ABSTRACT FROM AUTHOR]

Purpose: Studies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors. Design/methodology/approach: This research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling. Findings: In both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females. Originality/value: This study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females. [ABSTRACT FROM AUTHOR]

This study examines the effect of celebrity attributes on customer–brand relationships from a dark side in live streaming commerce by extending a Stimulus-Organism-Response theory. An online self-administered questionnaire was conducted to collect the data with 317 valid replies and analyse it using a multi-analytical hybrid structural equation modelling–artificial neural network approach. The results reveal that, in addition to a positive correlation from brand betrayal to brand hate, a negative reputation can drive both brand betrayal and brand hate, while advertisement inauthenticity and expertise scarcity induce brand betrayal only. In turn, brand hate can generate all the negative outcomes, while brand betrayal cannot lead to brand revenge and retaliation. The study implications enrich the extant literature on customer–brand relationships and live streaming commerce, reveal the stimuli in celebrity attributes and responses in brand outcomes and highlight the effect of brand betrayal and brand hate that bridge stimuli and responses. The practical implications suggest practitioners focus on a high congruence between celebrities and brands when adopting endorsements, building a continual consumer–brand relationship and proper remedy. The originality of this research is the higher-order construct of brand hate and integrated brand outcomes. [ABSTRACT FROM AUTHOR]

The study empirically investigates brand hate experiences and the impact on consumers' patronage intentions as well as on electronic word-of-mouth (e-WOM) via social media. It further examines the involvement of social media influencers (SMIs) in these relationships. Through a quantitative approach, data from 1034 social media respondents were collected via a web-based survey questionnaire using Google Forms. The findings demonstrate that brand hate emotions play a significant role in shaping negative e-WOM on social media and contribute to reduced patronage intentions towardss brands. Moreover, the study reveals that the personas of SMIs and their content exert varying degrees of influence, contributing to ameliorating effects on these relationships. Theoretically, this research represents a pioneering effort, offering fresh insights into how influencer content and personas can affect consumer brand hate reactions, which has not been extensively addressed in existing literature. For brands and managers, the study proffers, amongst other submissions, the need to safeguard brand reputation with the aid of social media monitoring tools, as well as partnering with genuine SMIs whose content align with the brand's strategy, since influencers' interventions can impact consumer sentiments. [ABSTRACT FROM AUTHOR]

When brands transgress, consumers often react by hating them and sometimes forgiving them. Charity brands transgress, too, including serious transgressions of a sexual nature or against children. Charity brands contribute greatly to the economy, but differ from for‐profit brands in their nature and do transgress; yet whether charity brands are hated and forgiven similarly to for‐profit brands has not been researched adequately. Our study aimed to build a framework that demonstrates the antecedents of charity brand hate, the emotions associated with different types of charity brand hate and the behavioural consequences of charity brand hate, including brand forgiveness. We adopted a qualitative approach that involved collecting data from 26 semi‐structured interviews and analysing it thematically. The findings of this study advance the current understanding of brand hate and brand forgiveness by identifying the emotional outcome (feeling of suspicion and hurt) and behavioural outcomes (distancing from charity brands and practising financial punishment) associated with charity brand transgressions. In the long term, interviewees display the intention to reconnect with charity brands and to forgive transgressing charity brands due to the benevolence associated with them. Therefore, we also contribute to the brand forgiveness literature by highlighting the nature of the forgiveness (forgiving is given to the charity brands, not the individual employees responsible) and the steps consumers take to forgive the charity brands (step one when charity brands fix their wrongdoing, and step two when charity brands continue helping people in need). Finally, we identified that brand switching (switching to donating to new charity brands offering similar support and help) is the behaviour consequence when charity brands are not forgiven. [ABSTRACT FROM AUTHOR]

As the demand for sustainable and environmentally friendly products continues to rise, consumers have become more discerning in their brand choices. This has resulted in many companies resorting to greenwashing to appear environmentally friendly. While previous studies have explored different dimensions of greenwashing, its effects on consumer emotive outcomes have not been given much scholarly attention. Therefore, this study sought to examine the relationship between greenwashing and consumer negative emotive outcomes. Additionally, the study examined the potential moderating effect of brand loyalty on the relationship between greenwashing and these negative emotive outcomes. A cross-sectional survey involving a total of 490 respondents with usage experience of green household electronic appliances was utilized. Data were analyzed using the partial least squares-structural equation modeling (PLS-SEM) approach. The results of the analysis revealed a positive correlation between greenwashing and all four negative emotive outcomes examined. Furthermore, the findings demonstrated that brand loyalty plays a positive moderating role in the relationship between greenwashing and negative emotive outcomes. The study thus, strongly recommends that brands engaged in greenwashing discontinue the practice. The consequences of the negative outcomes associated with greenwashing extend beyond a decline in sales performance. It could potentially inflict significant damage on the corporate brand image and reputation. Therefore, brands should prioritize genuine environmental responsibility to mitigate these adverse effects and maintain a positive brand image among consumers.

The paper investigates the impact of negative online word-of-mouth (OWOM) generated from online consumer-run communities on brand hate and brand activism and the moderating role of collectivism in cultural orientation. Specifically, the authors used Stimulus-organization-response and cognitive dissonance theories to develop the research model. Data were collected from 337 valid responses from customers who are members of consumer-run groups to support the constructed hypotheses. Smart-PLS was used to analyze data. Negative OWOM was found to be a driver of psychological discomfort, which, in turn, generates brand hate. The formation of brand hate from negative OWOM can lead to anti-brand activism. The results highlighted that collectivist orientation significantly moderates the relationship between negative OWOM and psychological discomfort in consumers, as well as the relationship between brand hate and anti-brand activism. This study enriches existing literature by further understanding OWOM in virtual communities and emphasizing the role of cultural orientation on behavioral outcomes. Our takeaways provide valuable implications for brand and promotion practitioners to understand users' mechanisms to select the appropriate tool such as the emphasize on KOC (key-opinion-consumers) and KOL (key-opinion-leaders) interaction to handle the negative consequences within time limits, reducing contradicting affective states before anti-brand activism and negative OWOM escalate. [ABSTRACT FROM AUTHOR]

This study aimed to analyze the impact of love/hate for the brand on evasion (decision to leave) and permanence (decision to stay) of private HEI students. As a method to achieve objectives, descriptive research is presented, with a quantitative approach, through data collection techniques of literature search, documentary research, and application of survey questionnaire, being a sample of 406 valid respondents. For data analysis, structural equation modeling (SEM) was used. From a marketing perspective, the results allowed us to that brand love/hate directly influence students' dropout/permanence decision in the private HEIs in which they study. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to empirically analyse the brand hate framework consisting of its antecedents, consequences and the moderating role of the big five personality traits. Specifically, the study examines the impact of advertisements, rumours and negative past experiences on brand hate and its effect on negative word of mouth, public complaining and desire for revenge. The study also seeks to examine how five personality traits (extraversion, agreeableness, conscientiousness, neuroticism, and openness) affect the relationship between antecedents and brand hate, as well as between brand hate and its consequences. Design/methodology/approach: Primary data were collected from 438 faculty members of six public universities in Jammu and Kashmir (J&K), India, through a questionnaire. We used a structural equation modelling approach (AMOS) and Hayes process Macro to analyse the data. Findings: The study found that advertisements, rumours, and negative past experiences influence brand hate, which leads to negative word of mouth, public complaining, and a desire for revenge. Among the five traits, conscientiousness moderates the effect of negative past experiences and rumours on brand hate, whereas openness moderates the impact of brand hate on the desire for revenge and negative word of mouth. Also, agreeableness moderates the impact of brand hate on the desire for revenge. Originality/value: The study sought to investigate how the big five personality traits moderate the relationship between the causes and effects of brand hate. The role of advertisements as an antecedent and public complaining as a consequence of brand hate, in addition to the well-explored antecedents and consequences, also contribute to the extended framework of brand hate. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities. Design/methodology/approach: Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories. Findings: A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance. Research limitations/implications: The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate. Practical implications: Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers' influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands. Originality/value: The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This study aims to determine the role of religiosity in moderating the influence of fake news variables, the personality of Muslim customers, and anger towards the hateful behavior of Muslim consumers towards halal product brands. Primary data collection was carried out by purposive sampling with a total sample of 340 response questionnaires collected from consumers of fast food restaurant outlets (Kentucky Fried Chicken, McDonald's, and Pizza Hut) domiciled in Purwokerto, Tegal, Yogyakarta, Surakarta, and Semarang. The relationship between fake news variables, Muslim customer personality, and anger towards hateful behavior towards brands were analyzed using Structural Equation Modeling from the Warp Partial Least Squares regression program package. Empirical research shows the influence of fake news, Muslim personality, and anger on brand hatred. The test results show that religiosity can be a moderating variable between fake news, Muslim personalities, and anger towards brand hate for halal products. Hatred about the brand can be suppressed if the company provides information quickly regarding the products offered, and this news can be quickly verified through social media; the information provided is straightforward to understand, and consumers are always optimistic and able to provide good perceptions so consumers do not feel they hate food and beverages and can ensure a halal product.

This paper explores how destination brand hate develops over time after a negative experience. Drawing on the trajectory method, participants were asked to graphically trace the course of their negative feelings toward destinations and to discuss the drivers and consequences of those feelings. This study identifies four types of trajectories of brand hate: "revenge for destination's complete failure," "avoidance due to environmental discontent," "forgiveness beyond control," and "resilient destination devotion." These four types of trajectories differ in the factors that lead to hate, in the duration of feelings of hate over time as well as in the consequences of hate. [ABSTRACT FROM AUTHOR]

Brand hate is a complex feeling that is not easy for companies to recognize. Mednini and Turki (2022) have confirmed that the hate can originate from genuine brand haters or an employee who works with competitors, to spread negative word-of-mouth in communities. That is why it is important to detect this emotion. This study aims to identify brand hate speech based on NLP techniques to detect consumer hate sentiment using a chatbot. We present a methodology for fine-tuning the GPT 2 language model for sentiment analysis through text classification. Experiments are conducted on datasets in three languages -- Arabic, French, and English -- within the context of consumer consumption. The model is retrained on labelled data to effectively identify brand hate sentiment. Furthermore, we evaluate our chatbot by conducting semi-structured interviews with diverse consumers. The experimental results demonstrate a significant improvement in sentiment analysis performance, highlighting increased accuracy when compared to other models and baseline approaches. We achieved an accuracy rate of 0.98 in the training set and 0.84 in the testing set, showcasing the utility of using GPT-2 in this context. This research contributes to the capability of managers to promptly identify brand hate speech, and proactively avert potential brand crises. [ABSTRACT FROM AUTHOR]

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper has two objectives to understand: (a) how brand authenticity (BA) affects brand hate (BH) and brand love (BL) relationships, how this influences consumers' buying intention and (b) how brand personality (BP) moderates the relationship between BA and BH/BL. A sample of 200 responses collected through an online survey about the Ryanair airline brand was analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that BA positively affects BL and negatively affects BH; BH negatively affects buying intention; and BL positively affects buying intention. The results show the moderating effect of the five dimensions of BP on the relationship between BA and BL/BH. [ABSTRACT FROM AUTHOR]

Customer retention is crucial for the survival of any organisation in today's highly competitive market. Hence, it is crucial for organisations to recognise and address the elements that may lead to the development of negative sentiments and customer aversion. This study investigated the impact of various factors on brand hate and brand avoidance, including price unfairness, similarity to competitor offers, ideological compatibility, and negative experience. This study also explored the mediating effect of brand hate. This study employed a cross-sectional research design and a quantitative research method. A survey was created to gather input from the participants. Information was collected from the customers of retailers in KSA. This research utilised a simple random sampling method. The response rate achieved was 76.75%. The collected data was analysed using statistical software tools such as SPSS and Smart PLS 4, employing the SEM technique. According to the study's findings, factors such as price unfairness, similarity to competitor offers, ideological compatibility, and negative experience strongly influence the development of brand hatred. Furthermore, negative perceptions of a brand have a significant impact on consumers' tendency to avoid it. The results also confirm that brand hate has a mediating effect. These findings have significant implications for policymakers in KSA's retail sector. [ABSTRACT FROM AUTHOR]

This research analyses some of the antecedents and consequences of brand hate and examines the moderating effects of neuroticism and extraversion personality traits on behavioral outcomes. After collecting 375 responses, the data analysis was based on the structural equation modeling. Results show that symbolic incongruity, ideological incompatibility, and perceived value are predictors of brand hate, and that brand hate influences negative word-of-mouth, anti-brand actions and complaining. The relationship between brand hate and behavioral results are reinforced for consumers with high neuroticism traits and, in contrast, are attenuated in consumers with high extraversion traits. This investigation innovates by combining signaling theory and expectancy violation theories to explain the emergence of brand hate and its impacts on brand-related outcomes. It particularly explores the possibility of a curvilinear relationship, where brand hate tends to grow exponentially with the intensity of the signals.

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. [ABSTRACT FROM AUTHOR]

The purpose of this research is to examine the relationship among the brand hate reasons, antecedents, and its consequences. This study follows the four-step model of reasons, antecedents, and consequences of brand hate. Reasons included are product related such as poor food quality, Safety & hygiene. These reasons lead to antecedents of brand hate such as dissatisfaction, which leads to brand hate and its consequences, which are brand avoidance and complaining behavior. The study model is based on the Triangular theory of hate. This study collected data from primary sources of data through the use of a structured questionnaire. This research study follows a causal research design. The target population of the study was all food consumers of Pakistani, who had experienced any food brand in the last 06 months and had extremely negative feelings about that brand. Data screening was through Excel and was analyzed through SPSS and WarpPLS. Results showed a positively significant relationship between the reasons, antecedents, and consequences of brand hate. The findings indicated that the root cause of brand hate is customer dissatisfaction due to poor food quality and concerns about the safety & hygiene of food, which leads to brand avoidance and complaining behavior of food consumers. The outcomes of this research hold significance for the band managers, who can be helped through superior information and comprehension of such a brand hate study.

Applying complexity theory tenets, this cross‐cultural study proposes and empirically examines generalizable, asymmetric, case outcome models of consumers who respond extremely negatively to luxury and mass fashion brands that they judge to be acting socially irresponsibly—and separately, consumers who do not engage in such responses—among separate national samples of consumers in France, the UK, and USA. This study includes constructing a theory of discrete simple and complex antecedent algorithms (i.e., screens) of who perceives specific brands acting socially irresponsible, who exudes brand hate (BH), and which brand haters call versus do not call for brand boycotts. The study's findings support the following conclusions. Most consumers expressing BH advocate call for boycotting the brand (supported cross‐culturally in the study here). Among consumers who also view the brand to be very unlike themselves, most consumers recognizing a brand to be acting socially irresponsibly hate the brand. Separate tests of propositions for the models' predictive validities across three national samples of consumers support the models' generalizability. The study adds to workable approaches in psychology and marketing for complementing (or replacing) theories framed in terms of symmetric, variable, directional relationships and examined using null hypotheses significance tests. [ABSTRACT FROM AUTHOR]

This research analyses some of the antecedents and consequences of brand hate and examines the moderating effects of neuroticism and extraversion personality traits on behavioral outcomes. After collecting 375 responses, the data analysis was based on the structural equation modeling. Results show that symbolic incongruity, ideological incompatibility, and perceived value are predictors of brand hate, and that brand hate influences negative word-of-mouth, anti-brand actions and complaining. The relationship between brand hate and behavioral results are reinforced for consumers with high neuroticism traits and, in contrast, are attenuated in consumers with high extraversion traits. This investigation innovates by combining signaling theory and expectancy violation theories to explain the emergence of brand hate and its impacts on brand-related outcomes. It particularly explores the possibility of a curvilinear relationship, where brand hate tends to grow exponentially with the intensity of the signals. [ABSTRACT FROM AUTHOR]

There is a limited amount of research to investigate emotional transition (i.e. love to hate) among consumers. Moreover, can value-expressiveness motivate consumers to not to share negative word of mouth (NWOM) despite hating a brand? This study aims at addressing these important research questions. Survey-based data is collected from 413 Indian luxury fashion consumers and analyzed via structural equation modelling technique, using AMOS 27.0. Findings reveal that brand jealousy mediates the relationship between brand love and brand hate. Furthermore, when value expressiveness is low, the relationship between brand hate and negative word of mouth is stronger. Brand marketers should strengthen symbolic brand identity to sustain positive consumer-brand emotions. Moreover, some relationship dyads can be used to establish the brand image in a family-oriented, collectivist culture. The mediation of brand jealousy and the moderation of NWOM are unique contributions of this study in an Indian context. [ABSTRACT FROM AUTHOR]

The extant literature on dark side of consumer-brand relationship is still growing. Recently, researchers have given it notable concentration, yet some gaps exist specifically in context of social media brand communities. The present work adds to the understanding of the negative sides of consumer-brand relationship via empirically investigating brand hate in social media based anti-brand communities specifically in an emerging market context of India. This study makes use of survey method to approach 387 users of social media platforms to empirically test an integrated model of precursors and consequents of brand hate in anti-brand social media communities. The data was analyzed using structural equation modeling and its findings confirm positively stronger association of symbolic incongruity and negative past experience with brand hate. Brand hate; in turn, strongly affect non-purchase intention, negative word-of mouth and retaliation. Results have managerial and useful implications for the brand managers. [ABSTRACT FROM AUTHOR]

Copyright of Akademik Hassasiyetler is the property of Huzeyfe Suleyman Arslan and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper responds to the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. So far, empirical studies from the US (19 papers), UK, France (6 papers each), Italy, India, and Pakistan (4 papers each) were examined. This paper explores brand hate in Slovenia, a new and different cultural setting. In a survey of 234 consumers, our results validate feelings of brand hate in line shown in previous studies, but with different manifestations. Comparing our results to previous studies, we noticed that the long-term orientation seems to drive which antecedents is the most important one, and individualism seems to drive brand hate outcomes. [ABSTRACT FROM AUTHOR]