Brand hate typology in mobile phone users (Case study by students of Khorramabad universities)

Document Type : Original Article


1 Associate Professor Department of management, Lorestan University, Khorramabad, Iran

2 Lorestan University, Khorramabad, Iran

3 PhD Student in Public Administration, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran


Consumer reactions to goods and services are not just positive. Sometimes, after using a certain brand, there are situations in the person that have a negative aspect. These conditions are called brand hatred. Accordingly, the main purpose of the present study was the typology of brand hatred. This study is based on the purpose of the application and in terms of how to collect descriptive-survey data. The statistical population of this study is all students of Khorramabad universities who use mobile phone brands. Assuming an unlimited statistical population and relying on the Cochran's sampling formula with the non-probabilistic sampling method, 380 students were identified as the sample. The required data were collected using a questionnaire whose content validity was collected with the opinion of professors and experts in marketing and brand management and its reliability was confirmed using Cronbach's alpha coefficient. Relationship analysis in this study was performed using structural equation modeling test with partial least squares approach using SMART-PLS software. The results show that the three components of hatred, anger and contempt play a role in the formation of brand hatred. Also, brand hatred leads to consequences, the most important of which is brand change. In addition, the results show that consumers are more inclined to take indirect revenge on the brand in what they hate about the brand. Based on this, the findings of this study can be used to develop strategies for managing customer relationship management with the use of managers of brand-oriented organizations.


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