It is clear that customer-to-customer contact through informal social networking and more formal company-sponsored platforms, such as discussion forums, is an increasingly integral element in building brand communities. There are many benefits to this interaction, such as nurturing brand...

Purpose - The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer-brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service...