Effect of individual contexts of sportswear consumers on brand hatred

The research method was descriptive-correlation and applied in terms of purpose. The statistical population included all users of sportswear in Shiraz, of which 360 people were considered as a sample. Measurement tools included a standard six-item questionnaire of brand hatred, a four-item questionnaire of past negative experience, a five-item questionnaire of symbolic incompatibility, and a four-item questionnaire of ideological incompatibility. The face and content validity of the questionnaires was confirmed by 15 professors of sports management; Also, the reliability, divergent and convergent validity of the questionnaires were evaluated as favorable. The analysis of the results, which was performed by structural equation method with PLS and SPSS software, showed that the coefficient of determination for the hatred structure of the brand is 0.716, which confirms the suitability of the structural model. Also, the values ​​of the effect coefficients show that negative past experience, symbolic incompatibility and ideological incompatibility have an effect on brand hatred. Due to the formation of negative feelings and hatred of the brand due to individual contexts in users of sports brands, managers are advised to adopt approaches to brand management, to consider ways to deal with such crises.