Antecedents toward Brand Hate Behaviour among Generation Z Consumers: With Special Reference to the Telecommunication Industry in Western Province, Sri Lanka.

Abstract

Globalization, competitiveness, and technological advancements have significantly increased consumer engagement in mobile communications, turning the telecommunications industry into a global commercial trend. Companies struggle to build long-term brand loyalty in Sri Lanka, where the telecom sector operates in an oligopolistic market with limited service differentiation. This challenge is especially prominent among Generation Z consumers, who are highly tech-savvy, socially conscious, and quick to react negatively to poor brand experiences. Although "Brand Hate", defined as strong negative emotions toward brands, is becoming more common worldwide, it remains an under-researched area in the Sri Lankan service sector, particularly among Gen Z consumers. This study explores the key antecedents that drive brand hate among this segment by developing a conceptual framework based on the Theory of Hate and the Theory of Consumer-Brand Relationships. The model was tested using primary data collected from 367 Gen Z telecom users in Western Province, Sri Lanka, through a self-administered structured questionnaire, and analyzed using regression analysis in SPSS. The findings revealed five main antecedents of brand hate: Negative Past Experiences, Symbolic Incongruity, Poor Relationship Quality, Ideological Incompatibility, and Rumors. Among these, rumors were identified as the most influential factor (β = 0.450), indicating that Gen Z consumers are highly affected by unverified information spread through digital platforms. These rumors can rapidly damage brand reputation and trigger intense negative emotions, even without direct personal experience. An overall conclusion can be drawn that rumors, poor relationship quality, and ideological incompatibility significantly influence brand hate behavior. At the same time, negative past experiences and symbolic incongruity do not have a notable impact among Gen Z consumers in the telecommunications industry in the Western Province of Sri Lanka. These insights highlight the need for telecom brands to go beyond functional service delivery and instead focus on managing their brand image, online reputation, and alignment with consumer values to reduce brand hate and build stronger emotional connections with Gen Z consumers in Sri Lanka.