THE PHENOMENON OF BRAND HATE: ANALYSIS OF PREDICTORS AND OUTCOMES.

Consumer behavior literature havetraditionallyfocused on the positive aspect of consumptions, ignoring the negative forms and related implications, Ourcontributiontry a first conceptualization of the entirephenomenon, focusing in detail on predictormotives (reasonsinfluencing consumers and leadthem to feelings of hatredagainst the brands), and negative behavioral outcomes, iethoseparticularactions of consumers in response to and as a result of the Brand Hatephenomenon. The study was conducted on a sample of 122 consumers whom defined themselves as haters of specific brands and we used a self-reported questionnaire, composed by three different scales: Brand Hate Scale, Motivations Scale and Behavioral Scale. Results emerged are very interesting not only in an academic way but also for a better planning of a corporate strategies. [ABSTRACT FROM AUTHOR]