Antecedents Of Luxury Brand Hate: A Quantitative Study

This study analyses the relationships of the antecedents of "extreme negative affect" toward luxury brands. The results show that the first-order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word-of-mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.