The intellectual structure of brand hate in marketing: A bibliometric analysis

İnanç C. S., Çakıroğlu K. I.

22nd International May Conference on Strategic Management (IMCSM26), Belgrade, Sırbistan, 28 - 29 Mayıs 2026, ss.103, (Özet Bildiri)

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: Belgrade
  • Basıldığı Ülke: Sırbistan
  • Sayfa Sayıları: ss.103
  • Recep Tayyip Erdoğan Üniversitesi Adresli: Evet

Özet

In an increasingly competitive global marketing environment, consumer–brand

relationships are shaped not only by positive emotions but also by negative affective responses

(Romani et al., 2012; Bagozzi et al., 1999). In this context, brand hate refers to consumers’

negative emotions toward brands and plays a significant role in marketing (Zarantonello et al.,

2016; Hegner et al., 2017). This study aims to systematically review the brand hate literature

and reveal its intellectual structure from a marketing perspective. A bibliometric analysis was

conducted using data retrieved from the Web of Science database and analyzed with

VOSviewer. The initial search covering 2010–2026 yielded 175 publications, which were

refined to 145 after applying screening criteria. The findings indicate a significant increase in

brand hate studies after 2017, reaching a peak in 2024. The Journal of Product and Brand

Management is identified as a central publication outlet, while Marc Fetscherin is the most

highly cited author. Core themes in the literature include brand hate, brand love, and brand

avoidance. While earlier studies focused on conceptual frameworks and antecedents, recent

research has diversified across sectors such as technology, tourism, and arts. This study offers

a comprehensive mapping and a useful reference for future research.