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This article aims to contribute to a comprehensive understanding of brand hate (BH) by combining bibliometric analysis, a systematic review, and topic modeling. To validate the findings, the study also includes semi-structured interviews with consumers. The TCCM model identifies the major theoretical foundations and four prevalent themes. Insights from consumer interviews support these findings. These themes and insights provide golden opportunities to form new inquiries in the future. Ultimately, the research findings converge on the ADO model. This study highlights BH as an extension of relationship marketing theories and consumer psychology, thereby enhancing cumulative knowledge on the negative consumer-brand dynamic.
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Das et al. (2026) studied this question.
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