Emotional and formative aspect of brand hate in the literature: Thematic analysis and scientific mapping

This review evaluates the literature on brand hate, focusing on its significant works, growth orbit, knowledge networks, and conceptual and intellectual development. This study conducted a scientific mapping and performance analysis through 168 Scopus documents from 2007 to 2024. The findings indicate that although research has increased since 2016, understanding in this field is still in its early budding stages. The four research themes identified by co-citation analysis: ‘the formative aspect of brand hate’, ‘the conceptualisation of the term brand hate’, ‘the relationship aspect of brand hate’, and ‘the emotional outburst of brand hate through social media channels’. In summary, the research underscores the noteworthy advances in understanding and addressing the concept of brand hate over the last several decades.