Brand Hate Scale

What it measures

Measures the intensity of negative emotional feeling — hate — that some consumers direct toward certain brands. Brand hate is an extreme negative affect state associated with avoidance, complaining, negative WOM, and brand sabotage behaviours. Growing in relevance with social media amplifying anti-brand communities and boycott movements.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I really hate this brand.
• I despise this brand.
• I have very strong negative feelings about this brand.
• This brand is my worst enemy.
• I feel disgusted by this brand.
• I can't stand this brand.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score = mean. Higher = greater brand hate. Brand hate is distinct from dissatisfaction (which is milder and more cognitive) — it is an intense emotional state. Predictors include perceived ideological incompatibility, past negative experiences, and social influence. Brand hate drives active harm behaviours (negative reviews, complaints, protests) not just avoidance.

Recommended companion scales

Citation

Hegner, S.M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13–25.

Keywords