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Can brands escape the hate? A keyword analysis
Journal of Brand Strategy,
13
(3),
288-306
(2024)
Abstract
Brand hate (BH) may be defined as a ‘psychological state in which a consumer forms an intense negative emotion and hatred towards a brand, a hatred that reveals itself through anti-branding activities’. This paper seeks to examine the keywords related to the concept of BH and uses keyword co-occurrence analysis, followed by a review of the short history of BH as reported in the relevant marketing literature. The Scopus database was chosen for analysis due to its comprehensive coverage and rigorous indexing principles, and VOSviewer was used to visualise the term ‘Brand Hate’, revealing research trends and patterns. This keyword analysis identifies seven clusters: ‘Emotional and Behavioural Responses’, ‘Brand Relationship Dynamics’, ‘Reactive Consumer Behaviours and Relationship Dynamics’, ‘Digital and Social Media Dynamics’, ‘Psychological and Emotional Triggers’, ‘Impact of Brand Hate on Consumer Behaviour’ and ‘Strategies for Managing and Mitigating Brand Hate’. By presenting a comprehensive and up-to-date keyword analysis of BH, this study will spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH.
Keywords: brand; brand hate (BH); keyword analysis; VOSviewer
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Author's Biography
Handan Ozdemir is an Associate Professor at the Department of Marketing at Ostim Technical University (OTU), Türkiye. Following her tenure as a faculty member at a private university between 2009 and 2022, she commenced her role as an associate professor at the OTU in 2022. She has more than 24 years of teaching and research experience in the field of marketing. She was specially trained and certified in basic and advanced SPSS, NVIVO, LISREL applications, marketing research and consumer culture. She completed a short training programme on ‘Consumption Theory’ and research techniques at Royal Holloway, University of London, as part of the Consumer Culture Theorising PhD School. She has more than 25 publications in both national and international scientific journals on consumer behaviour, advertising and branding. She continues to engage in research and teaching, sharing her insights in areas such as marketing research and applications, consumer research and retail marketing.
Elif Akagün Ergin is a Professor of Marketing at Ostim Technical University (OTU), Türkiye. Dr Ergin commenced her academic career at the Department of Business Administration, Çankaya University, in 1999. She received the title of associate professor from the Turkish Higher Education Board in 2014. In 2008, she conducted postdoctoral research at Rutgers University in the field of ‘consumer acculturation’ with Prof Dr Carol Kaufman-Scarborough. In 2013 and 2016, she was a visiting professor at Rutgers University, where she taught a ‘strategic brand management’ course. As of September 2022, Dr Ergin started working at OTU as the Head of the Marketing Department and Erasmus Institutional Coordinator. She has written over 45 research articles published in international refereed journals in her field of study.
Baris Batuhan Geçit has nine years of academic work experience; five years as a research assistant and three years as an assistant professor in various universities. He has 14 academic publications as of September 2024. After working at four different universities in Türkiye throughout his ongoing academic career, he is continuing his academic career in Qatar. His academic research interests include; digital marketing, technology in marketing, e-commerce, consumer behaviour, political marketing and tourism marketing with utilising both quantitative and qualitative analysis methods.
