Presenting a model to explain the antecedents and consequences of brand hatred from the point of view of the customers of state banks

Today, brand management is considered the key to achieving sustainable competitive advantage in service industries, such as banking, which have more or less similar products. This research aims to provide a model to explain the antecedents and consequences of brand hatred from the point of view of the customers of state banks.

In terms of the nature of the problem and purpose, the present research is an applied research and in terms of the research method, it is a descriptive-survey research. The statistical population of the research includes all the customers of the state banks of Qom province in 1402. Also, structural equation method and SPSS and LISREL software were used to analyze the data and test the research hypotheses.

The results indicate a significant effect of symbolic incompatibility on dissatisfaction, past negative experience on dissatisfaction, lack of corporate social responsibility on dissatisfaction, low product quality on dissatisfaction, dissatisfaction on brand hatred, brand hatred on negative word-of-mouth advertising, brand hatred on brand avoidance, brand hatred on brand revenge, brand hatred on reducing/discontinuing brand patronage and brand hatred on brand complaints.

All ten main research hypotheses were confirmed. The results of this research showed that the senior managers of state-owned banks should provide clear and understandable advertisements in all media such as radio, television and newspapers about the bank's service methods, facilities, methods of receiving loans, deposit methods, etc., in order to through customers to find out the difference between these banks and competing banks.