Exploring the Process of Brand Hate Formation and Examining Its Factors and Consequences (Case Study: Mobile Operators)

Document Type : Original Article

Authors

1 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university

2 PhD student in Business Management, Marketing major, Semnan University

3 Master of Business Administration, Marketing major, Semnan University

Abstract

Purpose: Brand hate is a phenomenon that refers to individuals' strong aversion or intense disagreement toward a specific brand, which has become a major challenge for businesses. This study aims to identify the factors and consequences of brand hate among subscribers of mobile operators (Irancell and MCI).
Methodology: This qualitative research employs a purposive sampling approach. Initially, preliminary studies were conducted to identify the interview process with experts. Then, using the grounded theory method, semi-structured interviews were conducted with eight experts in the telecommunications and mobile operator sector in Neyshabur. After coding the data, the influencing factors and consequences of brand hate were identified.
Findings: The results indicate that the factors contributing to brand hate include poor network coverage, additional overhead costs, operators' failure to provide adequate services, operator exploitation, and service limitations and deficiencies.
Conclusion: The consequences of brand hate include negative emotional reactions, brand switching, limiting usage, forced usage due to a lack of alternatives, and formal complaints. These findings can assist mobile operators in developing strategies to improve their services.

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