This study examines factors that lead to brand hate and how it impacts brand avoidance in the mobile phone sector. The mobile phone industry is characterised by rapid technological advancement and intense competition, which create significant challenges in brand management, particularly in addressing negative brand sentiment. A survey questionnaire was distributed to mobile phone consumers in India (Delhi-NCR) to collect data. The Smart PLS software was used to analyse the data. The findings indicate that factors such as 'negative past experiences', 'symbolic incongruity', and 'ideological incompatibility' have a significant effect on 'brand hate'. In contrast, 'negative word of mouth' and 'poor relationship quality' do not significantly impact brand hate. Among these factors, 'symbolic incongruity' was the most crucial cause driving 'brand hate' in the mobile phone industry. Furthermore, the study found that 'brand hate' positively influences brand avoidance and serves as a mediator between 'negative past experience', 'symbolic incongruity', 'ideological incompatibility', and 'brand avoidance'. This study deepens our understanding of 'consumer-brand relationships' and provides valuable insights for brand managers in the mobile phone industry. The paper also discusses implications, limitations, and potential further research directions.
Sharma et al. (Thu,) studied this question.