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EMAC 2020 Regional Conference

Understanding Brand Hate Internationally: A Validation Study from Slovenia

Published: September 16, 2020


Sabina Ivanov , School of Economics and Business, University of Ljubljana; Maja Konečnik Ruzzier, School of Economics and Business, University of Ljubljana; Marc Fetscherin, Rollins College; Mitja Ruzzier, University of Primorska, Faculty of Management


brand relationship; brand hate; brand switching


This paper explores the concept of brand hate in a different cultural setting. It validates the different antecedents and outcomes of brand hate. In addition, it extends previously studies by including in public complaining also social media aspects. Based on an empirical study of 234 Slovenian consumers, our results suggest on one hand that they can feel ‘hate’ for brands, but on the other hand the way it manifests in their behavior is different. Theoretical and practical implications are discussed at the end of this paper.