This systematic literature review explores brand hate (BH), a negative consumer emotion towards brands, and its implications for consumer-brand relationships. The review synthesizes 60 peer-reviewed articles from 2009 to 2022, highlighting BH's conceptualization, antecedents, and consequences. The study identifies key factors contributing to BH, such as unmet expectations, negative brand experiences, and emotional detachment. It also examines the various forms of negative consumer emotions, including brand rejection, opposition, sabotage, and dislike. The review emphasizes the importance of understanding BH for developing effective consumer recovery strategies. The study reveals that BH is a relatively new area of research in consumer-brand relationships, requiring further scholarly attention. The review also outlines future research directions, including the exploration of BH's antecedents, consequences, mediators, and moderators. The PRISMA framework is used to ensure the rigor and precision of the review. The study contributes to the literature by providing a comprehensive analysis of BH's development since 2009, identifying conceptual ambiguities, and offering insights into the factors that influence BH. The review underscores the need for further research to deepen our understanding of BH and its implications for consumer behavior and brand management.This systematic literature review explores brand hate (BH), a negative consumer emotion towards brands, and its implications for consumer-brand relationships. The review synthesizes 60 peer-reviewed articles from 2009 to 2022, highlighting BH's conceptualization, antecedents, and consequences. The study identifies key factors contributing to BH, such as unmet expectations, negative brand experiences, and emotional detachment. It also examines the various forms of negative consumer emotions, including brand rejection, opposition, sabotage, and dislike. The review emphasizes the importance of understanding BH for developing effective consumer recovery strategies. The study reveals that BH is a relatively new area of research in consumer-brand relationships, requiring further scholarly attention. The review also outlines future research directions, including the exploration of BH's antecedents, consequences, mediators, and moderators. The PRISMA framework is used to ensure the rigor and precision of the review. The study contributes to the literature by providing a comprehensive analysis of BH's development since 2009, identifying conceptual ambiguities, and offering insights into the factors that influence BH. The review underscores the need for further research to deepen our understanding of BH and its implications for consumer behavior and brand management.