A Comprehensive Model of Brand Love/Hate

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.