Creating emotional bonds between consumers and brands has long been a marketing goal. But what happens when that emotional bond turns negative? Research in the International Journal of Internet Marketing and Advertising explores this darker side of brand relationships: brand hate.
Unlike brand loyalty, which drives repeat purchases and glowing recommendations, brand hate can spark direct complaints and damaging word-of-mouth. To better understand this phenomenon, researchers surveyed almost 500 young consumers who expressed strong aversion to brands they had used. The goal was to identify what motivates negative reactions and how these are expressed, whether in person or online.
Brand hate, defined as an intense, emotionally charged dislike, isn’t as simple as it sounds. The study found two main motivations behind it: concern for others and the need to vent personal frustration. Each leads to very different kinds of behaviour.
The first, concern for others, is rooted in altruism. People who feel wronged by a brand often try to warn their friends and family, usually through offline conversations. These low-profile interactions may seem minor, but they can quietly damage a brand’s reputation within close-knit communities, where trust matters a lot.
The second motivation, venting, is more self-focused and plays out online. Angry customers take to social media or review platforms not just to complain, but to release frustration, seek validation, or provoke a reaction. The internet’s reach and speed make it an ideal outlet for these emotionally charged responses. A single angry post can go viral, rallying others with similar experiences and potentially catching the attention of media or competitors.
Both forms of brand hate can hurt businesses, but online negativity presents a particularly fast-moving threat. Public posts are visible, easily shared, and often permanent. Brands can’t afford to ignore them. To manage this, researchers recommend agile digital customer service teams trained not just in quick problem-solving, but also in emotional intelligence. Responding empathetically, not just with facts, can help de-escalate frustration. While brand love may not be the outcome, moving a hater to a place of neutrality could be a realistic and valuable goal.
Francioni, B., Curina, I., Hegner, S.M., Cioppi, M. and Savelli, E. (2025) ‘Brand hate and consumers’ responses: an analysis in the offline and online environment’, Int. J. Internet Marketing and Advertising, Vol. 22, No. 4, pp.460–483.
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