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espanolProposito El objetivo de este trabajo es explorar en detalle el concepto de odio a la marca, que es la emocion negativa extrema hacia las marcas, dando una explicacion completa sobre como evoluciona el odio a la marca en los consumidores. Mas especificamente, en este estudio se evaluan empiricamente los antecedentes de odio a la marca. Diseno/metodologia/enfoque Este estudio utilizo datos primarios de 250 consumidores de marcas de comida rapida en Pakistan. El analisis de regresion multiple en SPSS se utiliza para probar las hipotesis relacionadas con los antecedentes del odio a la marca. Hallazgos Los resultados indican que el odio a la marca viene motivado por cinco antecedentes que son una experiencia pasada negativa, la incongruencia simbolica, la mala calidad de la relacion, la incompatibilidad ideologica y el rumor negativo, siendo el rumor el mayor antecedente. Originalidad/valor En este estudio se evaluan teorica y empiricamente los antecedentes del odio a la marca, lo que ayuda a comprender la verdadera forma de odio a la marca. Mas especificamente, la mala calidad de la relacion y el rumor se presentan como los antecedentes del odio a la marca de acuerdo con las recomendaciones de la teoria del odio. EnglishPurpose The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study. Design/methodology/approach This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate. Findings Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator. Originality/value Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

Antecedents of brand hate in the fast food industry