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ABSTRACTIn the current digitally driven era, where customers are geographically dispersed but digitally integrated, the success of a brand largely depends upon its relationship with its customers. Due to the technological boom, especially the invention of the internet and rapid growth of social media, they got empowered enough to create or ruin a brand's image by sharing their views and experiences whether positive or negative, just with a single click. Thus, it becomes crucial for management to delve into research exploring consumer behavior and customer relationships. Much research has been conducted to define their positive relationships such as brand love, loyalty, commitment, attachment, resonance, etc. However, the studies examining their negative relationships are insufficient. This present study will focus on investigating an emerging issue of Brand Hate considering the darker side of consumersrelationship with brands. It will help to answer certain questions like what is Brand Hate? What are the reasons for the occurrence of hate among customers? Moreover, it will provide insights into the growing need to study this emerging phenomenon. This article will help academicians and practitioners understand the importance of managing healthy relationship bonds with customers. Keywords: Brand Hate, Negative Emotions, Consumer Brand Relationship, Brand Avoidance

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