While Brand Love has been extensively studied, Brand Hate is still in the early stages of its theoretical development. Aiming to reduce that gap, this project has three main goals: first, conduct a thorough literature review, seeking to consolidate what has been written about the concepts of love, hate, brand love, brand hate and several supportive elements such as emotions, consumer-brand relationships, brand and anti-brand communities; second, perform and code multiple semi-structured/in-depth interviews, analyse and discuss the Portuguese costumer’s perception on the topic and link it with academia; third, build a literate crossing between Marketing and Linguistics that can be used by future studies. Supporting these objectives is the Constructivist Grounded Theory methodology. Among the findings generated by this process, seven facets were uncovered: emotions are essential to the shopping experience; there is an occasional contemporaneity between diverse elements of Active Brand Hate; Negative Past Experiences was the most cited antecedent of Brand Hate; it is possible to turn Brand Hate into neutral or positive relationships, but so is the inverse; Negative Double Jeopardy should be divided into parcels; Oppositional Brand Loyalty ought be tested as another antecedent; there are dissimilar types of Brand Hostages.

Relationship between consumers and brands has become an important issue both for managers and marketing scholars (Fournier 1998, Fournier et al 2012,Alba and Lutz 2013, Loureiro 2015). This becomes even more important when brands misbehave. This paper studies the situation in which consumers are disappointed with the brand and feel hate toward it. Building on the Triangular Theory of Hate (Stenberg 2003), a qualitative and quantitative content analysis of 349 posts written on a facebook public group, is performed. The goal of the analysis is twofold: i) understanding which are the more recurrent types of hate for consumers and its causes; ii) testing, in light of the expressing writing theory, whether writing and sharing their brand hate online is a way for consumers to vent away their feelings and hence to restore their wellbeing. Results show that consumers mainly experience burning hate that is composed by anger, disgust and devaluation and wish the brand death. Also, given the specific relationship consumers have with the brand, the catharsis effect does not take place for them.