سید مهدی میرمهدی

So far, many researches has been undertaken in the field of positive emotions toward brands. Recently, researchers have focused on brand love, which is the most intense positive emotion consumers feel toward brands. By contrast, the research on negative emotions toward brands is scarce and the concept of brand hate has largely been neglected as an object of research. The purpose of this study is to evaluate the impact of corporate social irresponsibility on brand hate and its behavioural outcomes. According to research findings, corporate social responsibility has a significant direct effect on brand hate and consumers’ behavioural outcomes. Also, brand hate has a significant direct effect on consumers’ behavioural outcomes. Eventually, corporate social responsibility has a significant effect on consumers’ behavioural outcomes through brand hate.