Who hates your brand? An analysis of consumer brand hater typology

Abstract

Purpose: The purpose of this study is to develop a typology of brand haters, depending on their coping processes to the different stressful consumption situations, and associate these hate profiles with their corresponding psychological traits. Design/methodology/approach: The paper uses a mixed methodology composed of two phases, a qualitative and a quantitative one, conducted simultaneously. The aim of the qualitative study is to define clusters of the antecedents and consequences of brand hate and better understand the coping responses of brand haters. This phase uses the OMIE (Multi-Image Elicitation) tool. During the quantitative phase, a series of multiple correspondence analyses (MCAs) allows characterizing and mapping each segment of brand haters according to their personality traits and the coping processes identified during the qualitative phase. Findings: Depending on their motives and the consequences of their brand hate, we identified three distinct types of brand haters. First, rational haters are particularly sensitive to the brand’s deceptive nature, leading to deep feelings of disappointment and efforts to avoid the brand. Next, hostile haters express an active form of hate driven by unauthentic brand practices or ideological reasons (e.g. exploitation of children), often with a focus on revenge. Lastly, threatened haters experience both passive and active forms of brand hate, stemming from perceived physical and mental threats that extend beyond individual complaints to broader societal issues. In terms of psychological profiles, our findings suggest that rational haters may exhibit extraverted and sophisticated personalities. Hostile haters, on the other hand, are associated with conscientious personality traits. Finally, threatened haters are characterized as agreeable and creative. Originality/value: The paper uses a unique approach to map hater profiles with their coping responses and psychological traits. Additionally, the mixed methodology employed in this research contributes to its originality.