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.

Representative items

• I hate this brand.
• I have very strong negative feelings toward this brand.
• I feel really bad about this brand.
• I detest this brand.
• This brand makes me feel angry.

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.