Purpose – This study aims to investigate the nature of brand hate, its antecedents and its outcomes. Design/methodology/approach – The authors conduct two quantitative studies in Europe. In Study 1, a measure of brand hate is developed and its effects are tested on behavioral outcomes. In...

Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand --...

Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand --...

1. Brand identity and brand image -- 2. Brand associations -- 3. Brand personality -- 4. Brand authenticity -- 5. Perceived brand differentiation -- 6. Attitudes toward the brand -- 7. Experiential consumption with brands -- 8. Consumers' emotions toward the brand -- 9. Attachment to the brand...