This paper presents a systematic literature review on brand hate, a multifaceted emotion that arises when consumer expectations are not met, leading to dissatisfaction. The review aims to synthesize existing literature on brand hate, addressing its conceptualization, developmental trajectory, and implications. After screening 182 articles from six databases covering 2009–2022, 60 peer-reviewed articles were selected for in-depth analysis. The review covers publication years, journals, countries, antecedents, and consequences of brand hate. It also outlines future research directions to enrich the field. The study emphasizes the importance of understanding the underlying catalysts of brand hate for effective consumer recovery strategies. The review diverges from previous studies by using the PRISMA framework, providing a comprehensive and rigorous analysis of brand hate's antecedents, consequences, mediators, and moderators.This paper presents a systematic literature review on brand hate, a multifaceted emotion that arises when consumer expectations are not met, leading to dissatisfaction. The review aims to synthesize existing literature on brand hate, addressing its conceptualization, developmental trajectory, and implications. After screening 182 articles from six databases covering 2009–2022, 60 peer-reviewed articles were selected for in-depth analysis. The review covers publication years, journals, countries, antecedents, and consequences of brand hate. It also outlines future research directions to enrich the field. The study emphasizes the importance of understanding the underlying catalysts of brand hate for effective consumer recovery strategies. The review diverges from previous studies by using the PRISMA framework, providing a comprehensive and rigorous analysis of brand hate's antecedents, consequences, mediators, and moderators.