A number of well-known brands are not only loved by many consumers, but also hated by a sizeable portion of the population and are thus termed. Because digital media offers consumers nearly unlimited opportunities to voice their hate, managers can no longer ignore vocal haters. However, the current marketing literature offers few strategies for addressing the challenge of brand hate. This paper introduces the concept of hate-acknowledging advertising (HAA), an ad technique in which polarizing brands openly admit that some segment of the population hates them. Over the course of three studies, the data indicates that, compared with supportive advertising, HAA results in higher perceptions of ad credibility and ultimately higher levels of brand trust. Moreover, the improvements in ad credibility and brand trust drive increased consumer intentions to engage in positive word of mouth on behalf of the polarizing brand.

中文翻译：

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您听说我们的品牌被讨厌了吗？两极分化品牌的承认仇恨广告的意想不到的好处

一些知名品牌不仅受到很多消费者的喜爱，而且也受到相当一部分人的厌恶，因而被冠以“品牌”之名。由于数字媒体为消费者提供了几乎无限的表达仇恨的机会，管理者不能再忽视那些直言不讳的仇恨者。然而，当前的营销文献几乎没有提供应对品牌仇恨挑战的策略。本文介绍了仇恨认知广告（HAA）的概念，这是一种广告技术，两极分化的品牌公开承认某些群体讨厌他们。在三项研究的过程中，数据表明，与支持性广告相比，HAA 会带来更高的广告可信度，并最终提高品牌信任度。此外，广告可信度和品牌信任度的提高促使消费者倾向于代表两极分化的品牌进行积极的口碑传播。