Party brand hate in political market: antecedents and consequences

ABSTRACT Brand hate is defined as a severe dislike for a product or service by the consumer. Although brand hate has been recognized as a critical element, in the political market, there is a lack of understanding of the impact of brand hate on voters. This study is an attempt to examine the antecedents and consequences of brand hate in the political market. The study reveals that unmet expectations, symbolic incongruity, and ideological incompatibility of electorates have a significant positive impact on brand hate intensity. The result shows that political product involvement significantly mediates the relationship between unmet expectations, symbolic incongruity, and ideological incompatibility and brand hate intensity. The study further reveals that as an outcome of political brand hate, electorates put emphasis on either brand avoidance and/or brand extremism. The outcome of this study may help political parties gain knowledge about the impact of political brand hate.