Consumer–Brand Relationship in the Telecommunication Sector from a Brand Hate Perspective

Abstract

Purpose – This study aims to analyze the antecedents and behavioral outcomes of brand hate within the context of the Turkish GSM sector, offering a comprehensive and integrative contribution to the existing literature.
Design/methodology/approach – Based on a quantitative design, data were collected via an online survey from 230 participants using a structured questionnaire with 36 items. The scales were adapted from prior studies and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results – Findings reveal that negative past experiences have the strongest impact on brand hate, followed by post-purchase service quality and perceived price unfairness. Low call quality, however, showed no significant effect. Among behavioral outcomes, brand hate most strongly predicted negative word-of-mouth, followed by brand avoidance and retaliation behaviors.
Discussion – By addressing both the antecedents and consequences of brand hate within a single empirical model, the study fills a gap in the literature. It also offers strategic implications for brand managers, emphasizing that unresolved negative consumer experiences can lead not only to dissatisfaction but also to active anti-brand behaviors. Proactive management of such emotions is essential for brand sustainability in competitive markets.