Description of Invention
This study investigates the factors leading to brand hate among consumers aged 18 and above in Klang Valley. With increasing internet usage and social media, more people express brand hate online, forming anti-brand communities. This issue has prompted brands to seek solutions to protect their reputations. The research examines factors such as negative electronic word-of-mouth, online complaints, poor relationship quality, negative brand experience, symbolic incongruence, and cultural incongruence, all as independent variables influencing brand hate (the dependent variable). Using a quantitative methodology, the study collects responses through questionnaires from Klang Valley residents aged 18 and above.