Prospecting the antecedents of brand hatred among Muslim consumers: a qualitative study

Purpose To deepen the understanding and conceptualisation of brand hatred, the purpose of this study is to explore and categorise the antecedents of brand hatred, both general and specific to the Islamic context, among Muslim consumers in an Arab-Muslim environment. To this end, a theoretical approach anchored in a qualitative study will be favoured, allowing for a nuanced and in-depth exploration of this complex phenomenon. Design/methodology/approach A qualitative study was carried out based on a theoretical approach to better understand the phenomenon. To ensure greater reliability, 32 in-depth, semi-structured, face-to-face interviews with participants were carried out to collect the data. The data was analysed using qualitative data analysis software. Findings Brand hatred is a complex phenomenon that can be caused by a variety of issues. The results of this study revealed two types of antecedents of brand hatred. The first type represents the ordinary antecedents of brand hatred, which are strong negative emotion, past negative experience, divergence between consumer and brand, corporate social responsibility, social distinctiveness, consumer personality, consumer beliefs, corporate values and moral standards and negative word of mouth. The second type represents the Islamic antecedents of brand hatred, which are a lack of respect for the Islamic religion, credibility, failure to observe prayer times, the “Halal” product and support for other religions. Research limitations/implications In spite of the limitations of this qualitative study, the results obtained prove the adequacy of the theoretical framework adopted, and certain validations have been proven. The main implication of this study is to prospect the ordinary and Islamic antecedents of brand hatred among consumers in an Arab-Muslim context. Practical implications The results of this study would help researchers, managers and managers of companies and brands to better understand and know the different ordinary and Islamic antecedents of brand hatred, save themselves from potential dangers to brands to have a chance to prepare brands for hatred. Social implications The results of this study have enhanced knowledge and understanding of the ordinary and Islamic antecedents of brand hatred that succeed in international business by respecting the religions of different societies. Similarly, they have helped to improve social equality and value creation in the distribution of products/services to consumers of different religions. Originality/value The majority of existing research on brand hatred has focused on Western contexts, relying on theoretical frameworks also developed in these environments. These studies reflect socio-economic and socio-cultural realities that are distinct from those observed in Muslim countries. To the best of the author’s knowledge, there is a notable absence of research dedicated to understanding brand hatred specifically among Muslim consumers. To fill this significant gap in the literature, this innovative study sets out to explore brand hatred among Muslim consumers in the unique context of the Arab-Muslim region, adopting a rigorous qualitative methodology. The main objective of this research is to identify and categorise the antecedents of brand hatred, whether general or specifically rooted in Islamic principles and values, as experienced and interpreted by Muslim consumers in an Arab-Muslim environment. The qualitative theoretical approach adopted will provide an in-depth and nuanced understanding of this complex phenomenon within this specific cultural context.