Title: Trends, influential authors and emerging themes in the field of brand hate research: a bibliometric analysis

Authors: Samridhi Tanwar; Pooja Sharma

Addresses: Department of Management, Indira Gandhi University, Meerpur, Rewari, India ' Department of Management, Indira Gandhi University, Meerpur, Rewari, India

Abstract: The main aim of this study is to analyse the existing work in the field of brand hate using comprehensive bibliometric analysis and give direction for future research. A systematic procedure was adopted for the study of the data. After using the predefined search string, 178 articles were left. A bibliometric coupling and keyword analysis have been used to understand the current status of brand hate. This study also suggested direction regarding future research. The researcher used VOSviewer to analyse and visualise the data. The findings reveal the most influential authors, leading institutions, leading countries, and leading journals in the field of brand hate. The USA and the UK authors have observed the highest number of collaborations. Keyword occurrence analysis shows the roadmap for the future in the field of brand hate. This study provides valuable insight for marketers to understand the concept of brand hate and the current scenario in this domain.

Keywords: brand hate; bibliometric analysis; literature review; brand hatred.

DOI: 10.1504/IJICBM.2026.153097

International Journal of Indian Culture and Business Management, 2026 Vol.37 No.4, pp.511 - 535

Received: 19 Mar 2024
Accepted: 20 Apr 2024
Published online: 22 Apr 2026 *

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