ANTECEDENTS TO BRAND HATE AMONG GENERATION Y: A CONSUMER CROSS-CULTURAL STUDY

Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.