UNRAVELING PARTY BRAND HATE IN THE POLITICAL MARKET: ANTECEDENTS AND CONSEQUENCES

Аннотация

Party brand hate is a phenomenon that has gained attention in the political market, representing intense negative emotions and attitudes towards a political party. This study aims to unravel the antecedents and consequences of party brand hate. Drawing on theoretical perspectives from branding, political psychology, and consumer behavior, this research examines the factors that contribute to party brand hate, including ideological differences, political scandals, perceived incompetence, and negative word-of-mouth. Moreover, the study investigates the consequences of party brand hate, such as decreased political engagement, reduced party loyalty, and increased support for rival parties. Through a comprehensive analysis of existing literature and empirical studies, this paper provides insights into the complex dynamics of party brand hate and its implications for political parties and the wider political landscape. KEYWORDS Party brand hate, political market, antecedents, consequences, ideological differences, political scandals, perceived incompetence, negative word-of-mouth, political engagement, party loyalty, rival parties.