CAUSES AND EFFECTS OF BRAND HATE: INSIGHTS FROM PAKISTAN'S RESTAURANT INDUSTRY

Abstract

The present study aims to provide a comprehensive understanding of the mechanisms by which consumers develop strong negative attitudes towards brands, commonly referred to as brand hate. The primary objective of this research endeavor is to investigate the underlying factors that contribute to the phenomenon of brand hate in real-world settings. The data set consisted of information obtained from a sample of 350 consumers who regularly visit different restaurants in Pakistan and are patrons of various food brands. Utilizing the statistical software SPSS, this study employed multiple regression analysis to investigate potential predictors of brand hate. The findings highlighted five main elements that contribute to brand hatred negative past experiences, symbolic incongruity, poor relationship quality, ideological incompatibility, and the impact of rumors, with rumors emerging as the most significant predictor. Notably, the analysis revealed that rumors emerged as the most influential predictor of brand hatred. This research investigation explores the theoretical underpinnings and empirical observations pertaining to brand hate, with a specific focus on the influence of rumors and deteriorating relationships in cultivating this adverse sentiment. This examination aligns with existing theories on the nature and manifestation of hate.