Exploring the tripartite model of brand hate: antecedents and consequences in the context of shopping malls

This study aims to examine the antecedents and consequences of brand hate in shopping malls, using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework. A mall intercept survey was used to collect responses from Pakistan shoppers. Based on 461 valid responses, the proposed relationship between antecedents and outcomes of brand hate for shopping malls was assessed using PLS-SEM. The findings of this study indicate that four key antecedents- ideological incompatibility, symbolic incongruity, negative past experiences, and advertising incompatibility - significantly influence the tripartite model of brand hate (anger, fear, sadness) among shoppers in the context of malls. Moreover, this mall hate significantly impacts a range of six consequents, including mall avoidance, patronage reduction, negative word-of-mouth, third-party complaining, brand retaliation, and brand revenge. This study provides new insights into how mall managers can mitigate the effects of brand hate and improve the overall shopping experience.