Abstract
<jats:p>This chapter advances the understanding of brand hate by developing an integrative Antecedents-Emotions-Behaviors (AEB) framework, drawing on empirical evidence from Mediterranean countries. Addressing critical gaps in brand hate literature, we investigate the multidimensional nature of brand hate—distinguishing between cold, cool, and hot brand hate—and examine how personal and societal antecedents shape these emotions and their resulting behaviors. Using SEM-PLS on data from 522 respondents, our findings reveal that brand hate serves as a pivotal emotional mediator, with strong indirect-only effects linking antecedents to behavioral outcomes. Contrary to existing literature, the moderation effect of culture on these relationships was mainly insignificant, suggesting that brand hate operates as a universal phenomenon rooted in fundamental psychological mechanisms. The current study proposes a comprehensive model that captures both cognitive and emotional pathways and highlights the importance of proactive brand management strategies to mitigate brand hate.</jats:p>