A Comprehensive Model of Brand Love/Hate


  • Rozbeh Madadi Middle Georgia State University
  • Ivonne M. Torres New Mexico State University
  • Miguel Angel Zúñiga Morgan State University


This paper proposes a conceptual model of customer–brand relationships by specifically addressing the following questions: 1) Can brand love/brand hate coexist in one model?, 2) What are the antecedents and consequences of this brand love/brand hate construct?, 3) What are the dimensions of brand love/brand hate?, and 4) How do consumers consider a brand connection (brand love/brand hate) as a parasocial or as a interpersonal relationship)?  Our proposed conceptual model uniquely relies on one unifying construct for brand love/hate—this model entails all relationships between the brand and consumers and has both cognitive, affective and behavioral dimensions.


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