Investigating Brand Hate Towards Smartphone Brands: Tunisian Consumer Perspectives

This study aims to enhance the understanding of brand hate by investigating its precursors and repercussions within adverse consumer-brand interactions within the smartphone market. Employing a survey-based approach, the study adapts relevant theoretical constructs to the smartphone industry, gathering data from 340 smartphone users. The study contributes with novel insights into the dynamics of brand hate among Tunisian consumers. Results reveal that negative experiences, as company-driven determinants, and the negative attitudes toward brands, as a consumer-related factor, exert significant influences on brand hate. Subsequently, brand hate engenders brand avoidance and negative word-of-mouth. This study introduces an original perspective on brand hate within the smartphone brand context, investigating its mediation role between adverse predictors and unfavorable outcomes.