This study aims to explore the antecedents and outcomes of brand hate, especially in the case of the anti-brand community. Brand hate is an emerging concept in brand-consumer relationships. Qualitative research has been conducted on brand hate from both the consumer and brand perspectives. A netnographic study has been applied to understand the antecedents and consequences of brand hate from the consumer perspective. This study specifically aims to examine the phenomenon of brand hate in the context of air travel. Moreover, a retrospective interview has been conducted with the brand manager from the brand perspective…Read more